Wolfe Tracking is Cohn & Wolfe’s all-agency blog where PR professionals across nine industry practices explain how to build, create and defend brands in the new communications landscape.

Annie Longsworth's picture
Book Review: The Truth about Green Business, by Gil Friend
Annie Longsworth
Friday, July 10, 2009 - 18:56
With his new book "The Truth about Green Business," Gil Friend, CEO of Natural Logic, has given us an invaluable gift – mainline access to his brain, which has been processing and storing sustainability and green business strategies for the last three decades or so.
Sustainability
Andrew Foote's picture
Applying “Porch Rules” to Marketing
Andrew Foote
Tuesday, July 7, 2009 - 18:13
If you live in NYC, you may have heard that Southwest Airlines recently opened Southwest Porch – a pop-up outdoor lounge located on the southwest corner of Bryant Park. I stopped by after work yesterday and was impressed. The theme is clearly relaxation and the layout includes porch swings, Adirondack chairs and a selection of great food and Southwest Summer ale.
Consumer Branding
Jim Wells's picture
What’s the right social media channel for specific patient groups?
Jim Wells
Thursday, July 2, 2009 - 09:33
Nothing has had a greater impact on my view of social media more than the book Groundswell, specifically its Social Technographic Profile, a research tool helping brands to identify how its customers use social media technologies. So I became intrigued when I heard that imc² adapted Forrester’s technographic profile tool for healthcare.
Digital, Healthcare
Steve Bonsignore's picture
Shaq to Cleveland opens up marketing playbook for Cavs
Steve Bonsignore
Tuesday, June 30, 2009 - 14:26
The Phoenix Suns never achieved what they’d envisioned when the franchise traded for Shaquille O’Neal two seasons ago. They accomplished so much more. Sure, the Suns never made it to the NBA Finals (or the conference finals for that matter) during Shaq’s brief two-year stint in Phoenix, but that doesn’t mean his absence won’t be immensely felt within the organization. Shaq was an undeniable force in the valley of the Sun – a 300-plus pound marketing machine.
Twitter, Sports Marketing
Theresa Bertrand's picture
Reaching consumers online before they get in line at the grocery store
Theresa Bertrand
Monday, June 29, 2009 - 13:01
The recession affects every aspect of our lives, and in response consumers are cutting back, doing away with, and trading down across the board.  Although consumers are eating at home more, CPG manufacturers can’t afford to sit idle.  Food prices are increasing at their fastest rate in 17 years, and private and store label products are tempting consumers with lower prices and flashier packaging.
Consumer Branding, food, mom blogs
Francesco Paciocco's picture
Bing vs. Google – A comparison for PR professionals
Francesco Paciocco
Thursday, June 25, 2009 - 12:05
After reading a New York Post article on the emerging rivalry between Google and Bing, I’m glad to say my interest in Bing has certainly grown. The two have been fiercely pitted against one another to determine which engine is the most sophisticated, the most user-friendly, and most viable in today’s ever-changing sea of online content. In addition, bloggers have taken to comparing Google, Bing, and Yahoo search results using Blind Search, a nifty tool that allows you to gauge the effectiveness of each search engine’s results, asking you to choose the results you prefer, then revealing the search engine used.
Bing, PR, Digital
Jim Martinez's picture
Good employee communications will make the EFCA a non-issue for companies
Jim Martinez
Monday, June 22, 2009 - 10:19
The impending passage of the Employee Free Choice Act (EFCA) means companies have just a few months left to make the case against union organization. If EFCA becomes law, companies will likely lose their ability to campaign against union organizing efforts – something that’s now possible in the weeks leading up to a formal union vote.  Such votes would effectively be optional under EFCA.
EFCA, Employee Communications, Corporate, Crisis Management
Andrew Foote's picture
Digital Exploratorium in Geneva
Andrew Foote
Thursday, June 18, 2009 - 10:07
On Wednesday, June 24th, my colleague Rachelle Spero will be presenting a “Digital Exploratorium” in Geneva.  The focus is on conversational marketing and how brands can: effectively build a listening infrastructure; identify market influencers and join the conversation; create engaging content and experiences, and much more.
Digital
Jim Martinez's picture
Warm and fuzzy ads won’t work for banks; dialogue will
Jim Martinez
Thursday, June 11, 2009 - 10:50
A June 9 article in The New York Times suggests that banks and other financial institutions are betting they can reconnect with consumers by launching warm and fuzzy advertising campaigns.  Their theory is that consumers are ready to “move on.” 
advertising, banks, financial services, PR, Corporate, Crisis Management, Media training
Eric Litchfield's picture
Still plenty of hope for green brands (despite recession)
Eric Litchfield
Thursday, June 4, 2009 - 15:56
I’ve been in Monterey, California this week at the Sustainable Brands ’09 conference, a fascinating and inspiring event that showcases the many people and companies pointing the way towards a greener, more sustainable, way of life for humanity.
Consumer Branding, Energy, Sustainability