Our industry moves fast and is constantly changing. Stay up to speed with TOP Talk, a place for fresh perspectives on timely news and trends, insider tips, answers to marketing communications questions, and creative inspiration.

Brands Lending a Hand During COVID-19

Posted on March 20, 2020 by Marian Hughes

Topics: Social Media, Thought Leadership, Messaging and Positioning

For most brands, authentically building and strengthening relationships with their stakeholders through corporate social responsibility (CSR) is an ongoing practice. It’s something the modern business era can be proud of. And these CSR programs have ...

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Step Up or Sit Out? Corporate Communications During Times of Crisis

Posted on February 12, 2020 by Kathy Wilson

Topics: Thought Leadership, Messaging and Positioning, Crisis Communications

At Tier One, we’re big proponents of following the major tenets of successful media relations: disciplined research, precise pitches, relentless pursuit ... and repeat. We also know there are times that call for throwing out the tried-and-true ...

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It’s Complicated: How to Translate Even the Most Technical of Topics

Posted on October 22, 2019 by Mike Wall

Topics: Content, Messaging and Positioning

Certain subjects are guaranteed to elicit an enthusiastic reaction regardless of the audience: food, puppies, the latest LOL meme. They’re all bonafide crowd-pleasers, and you don’t have to be a communication genius to get people pumped. But when ...

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When Activism Strikes: Is Your Brand Ready for a Boycott?

Posted on August 29, 2019 by Marian Hughes

Topics: Messaging and Positioning, Planning, Crisis Communications

Information travels at lightning speed. One minute you’re making arrangements to work out with a friend, and, seconds later, you could be sending a text with a potential change of plans should anything come up, say like a brand-wide boycott of your ...

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Lessons From Levi’s on Fade-Resistant Relevance

Posted on July 31, 2019 by Sue Parente

Topics: Thought Leadership, Branding, Messaging and Positioning

Relevance is an unspoken priority for most brands and essential to build a business that will last. It isn’t just about fresh, hip marketing campaigns — it’s about your customers, the context of their lives, and the options available to them. ...

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Brands Take a Stand II: Strategies That Stick

Posted on February 20, 2019 by Amelia Vernon

Topics: Thought Leadership, Social Listening and Trend Spotting, Messaging and Positioning

Today’s consumers, particularly younger ones, want to see companies be more human, take more risks, and speak out on social and political issues relevant to their brand values. However, as discussed in our previous blog, “When Brands Take a Stand,” ...

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