David Chauvin

No. 486: On mega-moons, linear DNA and innovative immigrant services – and yes, lots of coronavirus stuff

  The unusual: Welcome to Wednesday, dear readers, and the midpoint of another weird and wild workweek, as the Great Coronavirus Pandemic continues to reshape our world and the regional and global innovation economies scramble to keep up. Please celebrate alone: It’s March 25 out there, the U.N.’s International Day of Solidarity With Missing or Detained Staff Members, which is actually about U.N. employees who made the ultimate sacrifice, but seems oddly redefined today. To…


PR and the pandemic: charting a challenging course

By DAVID CHAUVIN // CNN had the results of the Florida Democratic Primary as its top story for maybe 10 minutes – results that would seem to have effectively ended the historic presidential campaign of the once-transcendent Bernie Sanders and solidified Joe Biden as the Democratic nominee. Nary a blip in our public consciousness. And just one of the astonishing changes crystalizing what coronavirus has done to the national conversation. All news is now COVID-19,…


No. 476: On Corn Flakes, ‘Crushies’ and cardiac catheters, featuring our latest innovative awardees

  Hot to trot: Welcome to Wednesday, dear readers, as we race our way through this latest (surprisingly warm) winter workweek. It’s Feb. 19 out there, already the 50th day of 2020 and a busy one around the globe: Armed Forces Day in Mexico, Flag Day in Turkmenistan and the Commemoration of Vasil Levski in Bulgaria, remembering that nation’s “apostle of freedom.” Flags of our fathers: Here in the States, we mark Iwo Jima Day…


Your product isn’t the product, and other PR truths

By DAVID CHAUVIN // Early in über-successful streetwear designer Bobby Hundreds’ (real name Bobby Kim) book “This Is Not a T-Shirt,” there’s a striking passage that sent me thinking about my industry, public relations: We’ll sell you a T-shirt, Bobby writes, but not before we tell you about the artist behind it or his or her message. Our stores are less about sales and profit and more about providing a venue to experience our culture….



In 2020, integration is key to brand communication

By DAVID A. CHAUVIN // It’s believed humans have been making annual resolutions for over four millennia, all the way back to the ancient Babylonians making yearly promises to the gods to pay off debts or settle old grudges. I’m fortunate enough to owe no outstanding debts to Marduk or Nergal, currently, though I certainly like to set few new goals each January. Any custom that’s been around that long must have something going for…


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…