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Felicia S. C. Gooden, M.S.

Drive Results and World Change by Aligning Stakeholder Interests

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Organizational communication is proving to be more difficult than many pros may assume. For example, the Disinformation Governance Board from the Department of Homeland Security ended before it started due to a gross miscommunication of intent, strategy, and carefully curated leadership. An unfortunate trend in communications-driven industries is that most professionals lack the inability to communicate clearly, concisely, and effectively.   My tenure in the communications world has taught me the value of understanding one’s […]

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Why Using the UN Sustainable Development Goals is a Must for Your Brand

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Consumers of all types are becoming more brand conscious and concerned with the welfare of all life on earth. Thus, they want to do business with socially responsible companies. From the tumultuous carnage Wayfair endured after donating furniture to Trump’s immigration camps to Facebook’s ongoing battle for credibility around data security in the public domain, putting the bottom line first by any means necessary has become more of a liability than an asset for large […]

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The Pitfalls of Ethical and Values-Based Branding

Marketers and executives have caught on to the fact that consumers are more interested in shopping with brands that align with their personal values. However, the rise of ethics and values-based branding has major red flags that companies and consumers alike should be aware of.   1. Companies Becoming the New Politicians   Brand activism has become a popular strategy, as relevance in the political conversation has not only helped build brand profiles but also […]

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