Insure Your Company’s Most Valuable (Intangible) Asset

Scott Dieckgraefe Insight

You can easily insure equipment, buildings, vehicles, and even your employees, but you can’t buy insurance for an asset that may be worth millions. The asset we’re talking about is your company’s brand equity and goodwill.  Further concerning is that a crisis could severely diminish its value in an instant. Crises happen — from product recalls to workplace violence; from …

Pay-To-Play Mediaia

How The Rise of Pay-to-Play Media Impacts the PESO Media Model

Scott Dieckgraefe Insight

The media landscape continues to evolve at a breath-taking pace, with media platforms providing new opportunities for brands to reach and engage their audiences. While this is true for both B2C and B2B marketers, this Insight looks at the growth of pay-to-play media through the eyes of a B2B audience. The traditional PESO (Paid, Earned, Shared/Social, Owned) media model helps …

Positive or Negative News

PR Lessons: When Is Bad Publicity Good For A Company?

Scott Dieckgraefe Insight

By Scott Dieckgraefe, Studio/D Founder and President It’s often been stated that, “there’s no such thing as bad publicity,” and a recently released study appears to  back-up this claim. Seth Arenstein (an author with PR News) cited an Onclusive study in June 2022 that found negative portrayals of brands actually drove greater website traffic than positive stories, seeming to affirm …

Learn What Your Customers REALLY Think About You

Scott Dieckgraefe Insight

Or…The Case for Blind Customer Surveys Marketers of a certain age may remember the “Pepsi Challenge,” a tactic used in the great “Cola Wars” of the 1970s and 80s when Pepsi Cola took aim at Coca-Cola’s century-long market share dominance. In the challenge, consumers were asked to taste colas from unmarked cups – one Pepsi, one Coke – and then …