Janie Hulse-Najenson has spearheaded integrated thought leadership campaigns on behalf of some of the world's most prestigious brands including EY, PwC, GSK, Pfizer, and Bill & Melinda Gates Foundation. In her work, she draws on extensive research, editorial and marketing experiences gained from her studies at Cornell University and London School of Economics along with previous roles at The Economist Group, KPMG and various US Government agencies. You can reach her on LinkedIn and Twitter @JanieJaniehulse.
In the late 1990s, I searched the internet (yes, it existed) to figure out what people meant by the relatively new concept of thought leadership connected to corporate branding.
Since then, I’ve developed thought leadership campaigns for many global brands. And, today, nearly every B2B marketer uses thought leadership in their content marketing strategy.
But despite its effectiveness and staying power, the concept still isn’t well understood – nor is it used to its potential.Continue Reading
