ProfNet Experts Available on Brand Management, Data Analytics

NEW YORK, March 25, 2019 /PRNewswire/ -- Below are experts from the ProfNet network who are available to discuss timely issues in your coverage area.

You can also submit a query to the hundreds of thousands of experts in our network – it's easy and free. Just fill out the query form to get started: http://prn.to/queryform

EXPERT ALERTS

• Right and Wrong Ways to Do Brand Collaborations 
• Why Activating the Right Data Matters
• 10 Tips to Transform Online Branding

MEDIA JOBS

• Reporter – Fund Intelligence (NY)
• Technology Reporter, VC + Finance – The Wall Street Journal (CA)
• Contributor / Consultant – Financial Crime Digest (Americas / EMEA / Asia Pacific)

OTHER NEWS & RESOURCES

• Updating Your Portfolio: 6 Steps to Help Creatives Stand Out
• 10 more AP Stylebook changes and reminders to know about
• Blog Profiles: Pizza Blogs

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EXPERT ALERTS

Right and Wrong Ways to Do Brand Collaborations
Vic Drabicky
Founder & CEO
January Digital
Dallas + NYC
Though buzzy, collaborations are not always successful; attempts to get in front of new shoppers can turn off core customers, warns Drabicky: "The risk is everyone doing collaborations with everyone, regardless of it being a good fit or not, just so the brand can check the box to say they did one. Consumers don't want to see a brand do a collaboration with [a brand] that doesn't have the proper clout or doesn't align with the overall brand image or purpose. When that happens, consumers can sniff it out immediately, and the chance of success is very low." For a strong collaboration, the secret is authenticity by opting for partners that add value both for the core customer base and to the brand story.
Affable, articulate and informed, Drabicky's experience at both an agency/consultancy and as the in-house head of digital marketing for leading brands including J.Crew and Tory Burch allow him to speak to retail, consumer behavior, agency & agency culture, competing with/living with Amazon, DTC brands, consumer data & privacy, AI, social media & all channels, and more.
Website: https://www.januarydigital.com/
Contact: Lisa Kussell, [email protected]

Why Activating the Right Data Matters
Matthew Nistor
Director, Analytics & Consumer Data
January Digital
NYC
"More data is not always better. As marketers have gained access to more and more data, we've tried to find more and more ways to make that data work for us. The byproduct is the proliferation of audiences and segmentation. But is more always better? In theory, segmentation allows us to target very specific audiences based on the multitude of metadata we have about their preferences. Yes, we now know where potential and existing customers are geographically, what time of day they tend to shop and what affinities exist between the products they've purchased and what they just might purchase next. But is this vast amount of data better than not knowing enough? Not always. I would argue we could all be a bit more thoughtful about how we activate on data, because operating against messy data may be worse than not using it in the first place."
Nistor is an expert in the field of data and analytics with a concentration in consumer brands. Eloquent and informed, he can speak to developing and implementing customer-centric automated marketing optimization platforms and strategies, AI, consumer data, data optimization, and more. Nistor has worked with leading brands including: David's Bridal, Gilt, Kendra Scott, M. Gemi, NARS Cosmetics, Peapod, and Vineyard Vines.
Article: https://wwd.com/business-news/marketing-promotion/think-tank-data-less-is-more-1202998270/
Website: https://www.januarydigital.com/
Contact: Lisa Kussell, [email protected]

10 Tips to Transform Online Branding
Irina Leoni
Founder
Dream Responsibly Productions LLC, Power Portraits
"These 10 things are the least of what has to be considered by any brand whose imagery is represented online. If you want your online brand to have the desired impact, start here: 1) Understand audience perception: When we look at images, we don't simply process offered visual information in a straightforward linear way. We apply our own personal life experience to it, our taste, our values, and our cognition. 2) Create emotional appeal: Photographs make us *feel*  stuff. Properly positioned photographs will guide the viewer on an emotional journey during the sales process. 3) Stimulate the senses: Photographs have the power to stimulate all of our five senses –  vision, hearing, touch, smell, and taste. Using that in marketing is akin to fueling your car with jet-engine fuel. 4) Inspire action: Decisions are emotional in nature, and photographs are powerful tools when it comes to inspiring people to take action. 5) People aspire to transform: Showing viewers images of where they want to be after their transformation is achieved (i.e., how it will feel and what it's like) is a powerful tool in connecting with your audience and earning their trust. 6) Show, don't tell: Images communicate your brand's values much better than talking about them will. Viewers quickly perceive shared values and create a strong connection to the brand without even realizing it. 7) Quality speaks for itself: A brand represented by quality images is taken more seriously by their followers. Skimping on visual quality results in loss of quality connections to your audience. 8) Master your body language: In lieu of in-person interaction, photography provides a unique opportunity to create connection through body language. If you're not aware of what your body is communicating in your brand imagery, you could be sabotaging customer connections. 9) Direct the viewer's attention: This simple yet powerful technique has been used in the advertising world for ages: your image should clearly direct the viewer's eyes exactly where you want them to go. 10) Don't forget overall brand packaging: From location styling, to product packaging, to personal styling – every color, prop, and detail in your curated social feed and overall online presence is communicating your brand's confidence and stability. Are you compromising or enhancing connection with your target niche?"
Leoni is a visual branding expert, digital marketing consultant, educator, professional speaker, and branding photographer. The founder of Dream Responsibly Productions LLC and Power Portraits, she is best known for her work teaching business owners to maximize audience connection through the power of photography. Leoni grew up in Latvia in the former Soviet Union. After earning her master's degree in science there, she spent two years as a Ph.D. student at the University of New Mexico before immigrating to the United States. Leoni spent several years in a cushy U.S. technology job, finally striking out on her own in 2009 to follow her dream of having a creative career as an advertising and branding photographer. When not gushing about the importance of visual brand strategy, you'll find her pushing through a good workout, adventuring in foreign lands, horseback riding, or learning to snowboard -- all while navigating business and life challenges with humor and grace. She lives with her teenage son in Montville, N.J.
Online Press Kit: https://irinaleoni.onlinepresskit247.com
Website: www.IrinaLeoni.com
Contact: Anita Jakab Kovacs, [email protected]

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MEDIA JOBS

Following are links to job listings for staff and freelance writers, editors and producers. You can view these and more job listings on our Job Board: https://www.cisionjobs.com/jobs/united-states/

• Reporter – Fund Intelligence (NY)
• Technology Reporter, VC + Finance – The Wall Street Journal (CA)
• Contributor / Consultant – Financial Crime Digest (Americas / EMEA / Asia Pacific)

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OTHER NEWS & RESOURCES

Following are links to other news and resources we think you might find useful. If you have an item you think other reporters would be interested in and would like us to include in a future alert, please drop us a line at [email protected]

• Updating Your Portfolio: 6 Steps to Help Creatives Stand Out. When it comes to refreshing your body of work, there are multiple pieces of the puzzle to consider: https://prn.to/portfoliotips

• 10 more AP Stylebook changes and reminders to know about. Is it baloney or bologna? Here's our round-up of the most recent and significant AP Stylebook changes and reminders: https://prn.to/apstyle3

• Blog Profiles: Food & Recipe Blogs. Pizza makes everything better. These are some of our favorite blogs for pizza lovers: https://prn.to/pizzablogs

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