David Chauvin

As channels evolve, brands need a grip on social media

By DAVID CHAUVIN // Thanks to the proliferation of social media, the relationships brands share with their target audiences have changed drastically. Researchers suggest that consumer/brand relationships psychologically mimic personal relationships; professionals measure how consumers feel about a brand based on categories including Passion, Commitment, Intimacy and Trust. This relationship is measured by the Brand Relationship Quality Index. Without giving away the secret sauce, I can say marketing teams use this measurement to develop messaging…


In ‘Creative’ twist, ‘Zimmerman/Edelson’ is no more

By GREGORY ZELLER // From the Physician, Heal Thyself file comes the strategic communications powerhouse formerly known as Zimmerman/Edelson Inc., henceforth rebranded as ZE Creative Communications. The longstanding Great Neck public relations, public affairs and content-production house – launched in 1988 by co-founders Robert Zimmerman and Ron Edelson and a media/marketing mainstay ever since – flips the switch today on its new brand identity, including a new company name, logo and website. But the focus…


No. 448: In which the Earth ages, Applied DNA’s patents proliferate and Marvel gets super-Sirius

  Turning point: Welcome to Wednesday, dear readers, as we hurtle the hump and steam into the latter half of this latest busy workweek. Holy moly: It’s Oct. 23 out there, and you certainly don’t need us to tell you this, but it’s Mole Day, celebrated internationally (at 6:02 a.m. and 6:02 p.m. precisely) by chemists and design/tech types. Of course, at those times, on this date, in the American style of date-writing, it’s 6:02…


How to refresh a brand, without blowing things up

By DAVID A. CHAUVIN // Just like your wardrobe, your company needs a makeover every now and then. Industry changes, trends come and go, technology evolves. There’s a good chance that what appeared cutting-edge 10 years ago seems hopelessly outdated now. And if your branding, marketing materials or even company name gives an out-of-touch impression, that’s how your customers will think of you – no matter how state-of-the-art your work or products. The trick is…


No. 440: Belmont begins, clean energy cleans up and nostalgia goes POW, right in the kisser!

  Warm greetings: You wouldn’t know it from the weather, but it’s the first Wednesday of autumn, dear readers, as we hustle over the hump of this latest busy workweek. Pull up a chair: A special hello on this Sept. 25 to new newsletter subscribers Katie, Rob, Marcos, Craig, Mark, Daniel, Eugene, Seth, Anthony, Brad, Marianne, Manny, Adele, Tina, Armando, Larry and Diane. If any of you had American farmer, businessman, philosopher, writer, theologian, politician…


The long and short of it: Yes, Millennials pay attention

By DAVID CHAUVIN // Of all the misconceptions about Millennials – a group that will comprise 50 percent of the workforce by 2020 – the one that annoys me most is that the generation possesses a gnat-like attention span. This stereotype is nonsense, to put it bluntly. As much as I loathe the misconception, however, I see why people believe it. Millennials are, after all, the generation of Twitter, Vine (RIP) and bite-sized viral Facebook…


No. 436: On Patriots, procurements and busy college presidents (and aliens and cyborgs) 

  New day: Welcome to Wednesday, dear readers, and the midpoint of this late-summer week of socioeconomic innovation. New world: It’s Sept. 11 out there, a date that truly needs no further exposition. Those who lived through it will never forget. Schools and media inform younger generations. And its fallout both strengthens and weakens our nation to this very day. Eighteen years already, unbelievable. New meaning: While Sept. 11 is forever entwined with the 2001…


Brand authentication: Keeping it real in the Digital Age

By DAVID CHAUVIN // In theory, being authentic should be easy. How hard can it be to be yourself – the one person you know better than anyone? Unfortunately, marketing history is full of stories of otherwise-sound brands misunderstanding themselves or the customer relationships – time and time and time again. In search of advertising buzz, a brand refresh or the ever-elusive viral marketing campaign, marketers will often lose sight of what draws people to…


No. 425: Healthy hospitals, debt-free docs and a ReCharged LI – plus, the big book of bioelectronics

  Half full: Welcome to Wednesday, dear readers, and the midpoint of this latest summery week of socioeconomic progress. Hard to believe, but tomorrow is already Aug. 1 – making today July 31, a busy one for the sweet-toothed (National Raspberry Cake Day, National Cotton Candy Day and National Jump For Jelly Beans Day) and puppy-lovers (National Mutt Day, an annual mixed-breed mixer). Aloha: To our readers in the great State of Hawaii, a happy…


Trust fading, brand reps bank on Social Responsibility

By DAVID CHAUVIN // For a professional communicator, nothing is more important than trust. Have it, and your message can be powerful and effective; lose it, and, well, your career might be over. But it’s not that simple. Trust – specifically, how to maintain it – is a complicated subject in 2019. Our country is characterized by a stubborn, entrenched polarization that encourages us to label any media outlet, personality or influencer espousing different viewpoints…


At Zimm/Ed, feeling the learn

The interns aren’t the only ones doing the learning at ZimmEdU. Every semester, in addition to administrative help around the office, guest lectures from PR and media professionals and other traditional work-study staples, participants in the eight-year-old internship program at Great Neck strategic communications firm Zimmerman/Edelson face a unique task. The students are given a “challenge project” focused on “some form of communications they have to study and implement, to understand its depth,” according to…