In 2014, I created The Branding Roundtable for Brandingmag. As I wrap up my tenure as its monthly moderator - to concentrate on helping others create their own industry-leading conversations - I'd like to share one insight from each roundtable, and just a few of the many thought leaders I've interviewed. So read, learn, enjoy - and let me know if I can help you become a "conversation leader," too. Branding Roundtable No.
The State of Brand Purpose: Branding Roundtable No. 35 Just over a decade ago, Simon Sinek started an outpour of corporate soul searching when he implored everyone to “Start with Why.” And when we started the Branding Roundtable several years ago, one of our first editions explored brand purpose (and for those following along, one of the participants in that roundtable, Russ Stoddard, has just published a book on the power of organizational and brand purpose, entitled Rise Up).
In the tough-as-nails corner offices of the B2B world, thought leadership was once dismissed as a soft skill — nice to have, but inconsequential relative to the bottom line. However, a recent report from LinkedIn and Edelman (“Executive Thought Leadership and B2B Demand Generation”) illuminates thought leadership as one of the new necessities, a prerequisite for key business-to-business endeavors from brand-building to new business development.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".