Jem Fawcus is the owner and group CEO of qualitative research company Firefish whose clients include Unilever, PayPal and Twitter. This year, he'll be judging the Effective Use of Brand Purpose category at the WARC Awards. Here, he shares how Firefish unearths insights around purpose and explains why millennials will save the world. How do you define brand purpose? As an underlying philosophy and a goal that acts as an organising principle for how a business acts.
Christopher Yu is Vice President, Integrated Marketing Strategy, Innovation, and Technology, U.S. Bank and is this year’s jury chair for Effective Innovation at the WARC Awards. Here, he describes how innovation is about pushing out of your comfort zone and remaining laser-focused on your customerDescribe what you do at U.S. Bank and how innovation plays a role in that it?
Claudia Willvonseder is the CMO at IKEA and is the chair of the Effective Use of Brand Purpose category at the 2018 WARC Awards. Here, she talks about IKEA’s purpose, the importance of employee engagement and why brands are like glass boxes. What does brand purpose done well look like? When it shines through each and every action of a company. Brand purpose is not about what a company or brand says, but what it does. A well-executed brand purpose is about showing, not telling.
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".