WVU Marketing Communications Today
How does a 67 year old seasonal brand like PEEPS® expand its target and not alienate its core consumers?

How does a 67 year old seasonal brand like PEEPS® expand its target and not alienate its core consumers?

April 11, 2020

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Happy Easter everyone! It’s just not Easter without PEEPS®! The PEEPS® Brand has been around since 1953 and is a must-have for the Easter basket. The yellow chick is the icon that everyone knows however, the classic pastel-colored marshmallows covered in sugar are certainly polarizing. Consumers either love them or hate them. If they love PEEPS®, don’t mess with them. If they hate PEEPS®, there is no way they would ever eat any PEEPS® product. How does a brand stay true to its heritage while evolving to appeal to a larger audience? In this podcast, we will learn how brands can grow through innovation with their core consumers while attracting new users to the franchise.

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The Yin and Yang of Positioning and Branding

The Yin and Yang of Positioning and Branding

April 5, 2020

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 It’s no secret, to succeed as a business you need to build a brand. But building a brand is no easy task, and most companies don’t get it right the first time. Great brands are built on solid positioning. It’s a yin and yang; positioning is yin (rational) and branding is yang (emotional). They’re two sides of the same coin, and you need both.

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Big Data, Big Tech, Big Measurement - How the complexity of measuring media balances art and science.

Big Data, Big Tech, Big Measurement - How the complexity of measuring media balances art and science.

March 28, 2020

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The media landscape has increased in complexity and the ability to reach consumers in a variety of different ways. In this podcast, we will look at the different approaches that exist in the industry, the balance of art and science in these approaches and how a blend of these methods can help an advertiser get a clearer picture of how consumers are engaging with your brand.


WVU Marketing Communications Today is hosted by Cyndi Greenglass from West Virginia University which is a program on the Funnel Radio Channel

West Virginia University   Funnel Radio Podcast Channel by the Funnel Media Group, LLC

The New Normal: Advocacy Communications in the Midst of a Global Pandemic

The New Normal: Advocacy Communications in the Midst of a Global Pandemic

March 26, 2020

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In just a few weeks, the global pandemic has had immeasurable impacts on healthcare, economic and communications. Social distancing to flatten the curve of infected people needing testing and care has led to across-the-board cancellations and postponements of in-person meetings and events communicators and advocates rely on heavily. The coronavirus has also spurred wholesale remote work environments and a refresh of planned message platforms on all communications channels.

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Are data departments the modern-day renaissance capability?

Are data departments the modern-day renaissance capability?

March 20, 2020

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As data become easier to access, manage, and analyze, the responsibilities of data professionals have changed. Once the wild west of specialization where few companies were really investing in “data” people, today companies are a lot better at democratizing insights and closing the data literacy gap. This shift has resulted in an evolution of the data professional where pivot table gunslingers are a thing of the past and now communication skills are coveted above all else.

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Amplifying Executive Voices with Social Media

Amplifying Executive Voices with Social Media

March 13, 2020

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Consumers today expect businesses and executives to take a stand. It has never been more important for the C-suite to have a voice and a platform on which to share it.

Many companies dedicate time and energy to their brand’s social media presence but don’t feel that it’s the right channel for executive communications, or that it’s already too late in the game to get started from scratch. In this podcast, we’ll talk about the shifting expectations for CEOs, how social media can help with positioning, and ways for organizations to build or enhance a successful digital executive communications program.

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