The document discusses various aspects of building a strong brand including clarity, being compelling yet controversial, having strong character and credibility, consistency in messaging, engaging in conversation with customers, focusing on culture, demonstrating commitment, and driving change. It emphasizes standing out while also listening to customers and aligning employee actions with brand values.
If you're anything like me then you are thinking about how to use this strange time we are living through in a productive and creative way.
So I have shared with you the presentation of my webinar "Leader In You" may help...
A lot of the smartest people I know, including business leaders, entrepreneurs, thought-leaders and creative professionals, are using this 'worldwide lockdown' to polish and develop themselves. If you plan on self development (or Sabbatical) then you'll appreciate this content on Being a right Leader.
So whether you’re looking to be a Leader, are a leader or just want to be in the league of best leaders, then this content is for you.
Here are 3 tips for becoming a charismatic leader from a 5-tip document:
1) Be confident in yourself and your work.
2) Take risks and be optimistic to bring out the best abilities as a leader.
3) Think creatively and present thoughts in innovative ways through great storytelling that connects to real life.
Brighton SEO 2019 - Using data to keep your customers happy - Eli ZhelevaFeefo
In this talk, Eli Zheleva explains how to use data to better understand your customers – what they like and what they don’t. Use the data to improve the customer sentiment towards your brand, your business processes and increase revenue.
Retaining Clients & Winning Back Their TrustLaura Hogan
Everyone makes mistakes (we're only human), but it's how we deal with them that can make the difference between losing a client and winning back their trust.
This document tells the story of a student organization called the Lodging & Gaming Management Association (LGMA) at Michigan State University. It describes how the organization was founded in 2007 by two students with a shared dream of bringing together students from different hospitality backgrounds. Over the following years, the LGMA grew rapidly by recruiting new members and expanding its leadership team and programs. The organization worked to establish partnerships and brand recognition on campus. The story highlights the passion and commitment of the founding members and volunteers who helped the LGMA pioneer new opportunities for hospitality students.
10 Things to Consider When Creating a Personal BrandCAREEREALISM
The document discusses 10 things to consider when creating a personal brand: 1) having clear beliefs, 2) finding your niche, 3) using distinctive language, 4) incorporating surprise, 5) focusing on solutions, 6) communicating your value, 7) generating demand, 8) making your brand attractive, 9) ensuring your brand is easy to work with, and 10) being referable. It then provides an example personal brand for a career coach focused on curing chronic career pain through an affordable virtual career coaching membership site.
The best ads, all share one quality - they're memorable!
So now the question is, how do you create ads that leave lasting impressions?
In this brand-new webinar, our resident PPC expert, Erin Sagin, will show you actionable, data-back tactics that will help your ads STANDOUT and get MORE CLICKS!
Join the webinar to learn:
-Create eye-catching headlines that stand out
-Inspire searchers to take action immediately by tapping into 'fear of missing out' with AdWords' new ad customizers
-Leverage emotional triggers such as humor, jealousy, and surprise
The document summarizes the third and final day of Echo National's sales meeting. It discusses the agenda which included differentiation strategies, success stories, and closing thoughts. Director of Sales Mike Cridge desired the team to be different, relational, diverse, partners, experts, technological, bold, provide solutions and peace of mind, and understand customers. Despite employees being scattered, communication keeps the team unified. At the end, individuals shared what they expected, learned, how stories affected them, and actions they will take. A new employee commented that everyone at Echo cares about the company. Mike Cridge is passionate about the team's growth. The meeting was thanked for strengthening passions and spirits.
If you're anything like me then you are thinking about how to use this strange time we are living through in a productive and creative way.
So I have shared with you the presentation of my webinar "Leader In You" may help...
A lot of the smartest people I know, including business leaders, entrepreneurs, thought-leaders and creative professionals, are using this 'worldwide lockdown' to polish and develop themselves. If you plan on self development (or Sabbatical) then you'll appreciate this content on Being a right Leader.
So whether you’re looking to be a Leader, are a leader or just want to be in the league of best leaders, then this content is for you.
Here are 3 tips for becoming a charismatic leader from a 5-tip document:
1) Be confident in yourself and your work.
2) Take risks and be optimistic to bring out the best abilities as a leader.
3) Think creatively and present thoughts in innovative ways through great storytelling that connects to real life.
Brighton SEO 2019 - Using data to keep your customers happy - Eli ZhelevaFeefo
In this talk, Eli Zheleva explains how to use data to better understand your customers – what they like and what they don’t. Use the data to improve the customer sentiment towards your brand, your business processes and increase revenue.
Retaining Clients & Winning Back Their TrustLaura Hogan
Everyone makes mistakes (we're only human), but it's how we deal with them that can make the difference between losing a client and winning back their trust.
This document tells the story of a student organization called the Lodging & Gaming Management Association (LGMA) at Michigan State University. It describes how the organization was founded in 2007 by two students with a shared dream of bringing together students from different hospitality backgrounds. Over the following years, the LGMA grew rapidly by recruiting new members and expanding its leadership team and programs. The organization worked to establish partnerships and brand recognition on campus. The story highlights the passion and commitment of the founding members and volunteers who helped the LGMA pioneer new opportunities for hospitality students.
10 Things to Consider When Creating a Personal BrandCAREEREALISM
The document discusses 10 things to consider when creating a personal brand: 1) having clear beliefs, 2) finding your niche, 3) using distinctive language, 4) incorporating surprise, 5) focusing on solutions, 6) communicating your value, 7) generating demand, 8) making your brand attractive, 9) ensuring your brand is easy to work with, and 10) being referable. It then provides an example personal brand for a career coach focused on curing chronic career pain through an affordable virtual career coaching membership site.
The best ads, all share one quality - they're memorable!
So now the question is, how do you create ads that leave lasting impressions?
In this brand-new webinar, our resident PPC expert, Erin Sagin, will show you actionable, data-back tactics that will help your ads STANDOUT and get MORE CLICKS!
Join the webinar to learn:
-Create eye-catching headlines that stand out
-Inspire searchers to take action immediately by tapping into 'fear of missing out' with AdWords' new ad customizers
-Leverage emotional triggers such as humor, jealousy, and surprise
The document summarizes the third and final day of Echo National's sales meeting. It discusses the agenda which included differentiation strategies, success stories, and closing thoughts. Director of Sales Mike Cridge desired the team to be different, relational, diverse, partners, experts, technological, bold, provide solutions and peace of mind, and understand customers. Despite employees being scattered, communication keeps the team unified. At the end, individuals shared what they expected, learned, how stories affected them, and actions they will take. A new employee commented that everyone at Echo cares about the company. Mike Cridge is passionate about the team's growth. The meeting was thanked for strengthening passions and spirits.
The document discusses a sales meeting at Echo National where the topic of the day was passion. Several regional sales managers shared insights about being excited, proud, and knowledgeable about one's work. The CEO and VP of Marketing & HR committed the Echo team to learning, growing, and performing their jobs passionately together. Quotes were provided to emphasize the importance of enthusiasm, dreams, and hard work.
Echo National Sales Meeting 2016 [Day 1]Abby Carter
The document summarizes Day 1 of Echo National's 2016 sales meeting. It includes quotes from the CEO Kingdon Offenbacker about the importance of great people to a great company. The Director of Sales Mike Cridge speaks about Echo's mission to change marketplace expectations. Several regional managers are also listed along with a quote about Echo's passionate company culture.
Optimize Your Brand - SearchLove San DiegoGeoff Kenyon
Geoff Kenyon provides tips for optimizing brands through link building and goodwill efforts. Some key points include conducting market research and publishing the data to attract links, helping other campaigns and departments show value, and doing nice things like giveaways for bloggers and influencers to build goodwill and links. The document emphasizes helping others without expecting anything in return and being a resource to earn coverage, links, and engagement for brands.
5 Press Release Strategies to Improve Your Online VisibilityFisher Vista, LLC
The press release strategies that worked so well for you over the last 3+ years are less effective this year. Why? 2012 was a strange year for the press release.
• SEO has changed. Google Pandas and Penguins ran amok and almost brought the party to an end.
• A fraudulent press release on a major wire service and their subsequent policy changes now make it more difficult to write compelling headlines and optimize news for search.
• All major search engines place less value on search-optimized news releases.
• 2012 was also the year that we saw the 28-day news cycle effectively shorten to just over a week.
This document discusses the concept of Lovemarks, which are brands that inspire passion and devotion beyond reason. Lovemarks have secrets that make them stand out, including mystery, sensuality, and intimacy. The Lovemarks theory is that emotions lead to action, rather than reason leading to conclusions. To create a Lovemark, brands must focus on relationships rather than just information, and tell passionate stories that create love and wrap the brand in mystery. Principles for creating Lovemarks include being passionate about the brand, involving customers, telling great stories, and accepting responsibility.
Despite what many people believe, a “set it and forget it” advertising strategy won’t work for PPC. You need to devote time, effort, and resources to managing your campaigns, but even the most diligent marketer can let things slide.
Our PPC evangelist, Erin Sagin, will discuss some common signs that your account might be in trouble, including:
-High spend with low conversions
-Poor, disorganized account structure
-Average Quality Scores of 5 or less
Things are always changing in the world of search, but last week Google REALLY shook things up with a huge change to the way AdWords ads are displayed on the search results page. In the biggest SERP layout change we’ve seen in years, Google has completely eliminated standard text ads on the right side of the page, increasing top-of-page ads to four for many queries.
Join the webinar to learn:
-Exactly how this change will impact you
-What you can do to prepare
-Data on expected impacts to CTR, cost per click, and impression volume
Dave Kerpen gave a presentation at the Social Media Conference in Athens on why it pays to be likeable. He discussed several key points around social media realities, the importance of listening to customers, being responsive, providing value through offers and storytelling, inspiring customer sharing, using ads for targeting, and building a likeable brand. The overall message was that social media requires ongoing engagement with customers in order to drive meaningful results for businesses.
5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers | EngagioEngagio
As Account Based Marketing gets talked about more and more, it’s easy to get caught up in the hype. ABM is a movement whose time has clearly come. It’s not only here to stay, but it has become a foundational part of how B2B companies go to market.
However, as much discussions as there is about ABM, a lot of marketing and sales leaders are still waiting around to see how the best companies are orchestrating their ABM programs. What does a coordinated Play look like? Who on my team needs to get involved? What actions does each team member take? How do I handle multiple buyers at one account? It’s all great in theory, but until you design your playbook with the right elements and roll it out to your team, it’s no better than the exercise equipment sitting in the basement collecting dust.
That’s why we’ve put together this slide deck to show you how to orchestrate a world-class ABM program. We’ll reveal:
-The 5 essential elements of a marketing orchestrated play
-How to coordinate a multi-touch, multi-channel campaign across sales, marketing, and customer success
-Our most effective ABM Plays straight from our Playbook
-How to truly orchestrate human connection with buyers at scale
-And more!
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
The document discusses building brand love in B2B. It suggests that brand love can help B2B brands stand out from competitors by creating emotional connections with customers. Five questions are provided to help assess if a brand has the key aspects to cultivate love, such as having a vision for a better world that customers identify with. The document argues that brand love provides benefits like protection from competitors, room for mistakes, and positive word of mouth. It emphasizes that brands should express their vision consistently across all touchpoints to foster love.
IABC/Seattle Morning Manager event on 4/22/10 featured Jeff Hasen, Chief Marketing Officer of Hipcricket talking about Moments of Trust, touchpoints of
Brands and social media. Or puppy love and unicorn punchingDena Walker
Brands in social media are being disingenuous. We might have the best intentions but we're not carrying them through to execution. Instead, we're alienating our consumers and making them wish we'd go away. So, let's stop the nonsense and do social media the right way - even if the right way means not doing it at all.
This document discusses the importance of brands and brand accountability. It provides examples of strong brand cultures from companies like Zappos, Mayo Clinic, and Southwest Airlines. It emphasizes that brand accountability requires aligning a company's authenticity, differentiation, culture, and vision. It also discusses assessing brand gaps, turning the telescope inward to discover a company's "why", and establishing momentum groups to uphold brand strategy throughout the organization. The overall message is that brands have value and accountability requires aligning all aspects of an organization around its authentic brand identity.
This document discusses defining a brand's voice and provides tips for doing so. It emphasizes speaking the language of customers, being authentic, consistent, and appropriate for the audience. The document outlines a process for determining a brand voice, including knowing the audience, why the brand exists, examining current materials, competitors, desired customer feelings, and admired brand voices. It provides examples of brand traits and writing guidelines to develop a distinctive yet fitting voice. The overall message is that an effective brand voice builds trust and connects with customers.
The document discusses how to create a strong brand through focusing on feelings and experiences rather than just numbers. It emphasizes developing an authentic brand story that is lived internally and told externally. Various touchpoints and ways to engage employees and customers are examined. Metrics are presented showing that high employee engagement leads to much better business outcomes like customer loyalty, profitability, productivity and quality. The overarching message is that an emotionally compelling brand story consistently brought to life through the customer experience is key to success.
The document discusses how to build your personal brand. It explains that in today's competitive job market, your qualifications alone may not be enough to stand out. It then outlines five steps - referred to as the 5 P's - to develop a strong personal brand: having a clear purpose, proposition, packaging, networking with others, and perseverance. The document emphasizes that by taking control of how you present yourself and your skills to potential employers, you can improve your chances of landing your dream career.
Whether you’re thinking Rebrand, Refresh or Rename, this will save you time and money. Because what your team, prospective team and market want from you has changed.
This juicy 32 page guide is your key to brand success today, giving you:
>> Clarity on what your team and market really want from you
>> The secret formula to fulfilment for business owners
>> A one page checklist to measure your brand!
And so much more!
Download it at https://thesponge.com.au
This session shows you how to build a breakthrough brand by putting 11 proven principles to work for your organization. These are the steps you must take in order to create and maintain a strong, vibrant and growing brand.
Kim McKay's presentation at Mumbrella's Travel Marketing SummitRiyaMandri
This document discusses influence and how to gain it through focusing on impact, interaction, and innovation. It provides examples of how hotels can create peak experiences and deepen engagement with guests through memorable interactions before, during, and after their stay. The document advocates designing experiences around understanding what guests are truly seeking - whether functional, social, or emotional needs - and creating frequent touchpoints like departure gifts to maintain relationships long after guests have left.
Used this marketing presentation while teaching a Business Canvas Model Workshop. Looking at the difference between branding and marketing. The changing nature of branding and the basics of sales.
Andy Sernovitz is a keynote speaker and bestselling author on word of mouth marketing. The document provides testimonials from past clients praising Sernovitz as an engaging and inspiring speaker who provides immediately actionable strategies and lessons. It also lists some of Sernovitz's most popular speaking topics, which focus on generating positive word of mouth through social media, earning customer recommendations, and responding to negative feedback. The document serves to promote Sernovitz as a highly sought-after speaker on word of mouth marketing.
What is Authentic Marketing? It\'s really a new label on an old concept ... BRANDING.
How can you make your organization authentic? How does it all related to your brand?
The document discusses a sales meeting at Echo National where the topic of the day was passion. Several regional sales managers shared insights about being excited, proud, and knowledgeable about one's work. The CEO and VP of Marketing & HR committed the Echo team to learning, growing, and performing their jobs passionately together. Quotes were provided to emphasize the importance of enthusiasm, dreams, and hard work.
Echo National Sales Meeting 2016 [Day 1]Abby Carter
The document summarizes Day 1 of Echo National's 2016 sales meeting. It includes quotes from the CEO Kingdon Offenbacker about the importance of great people to a great company. The Director of Sales Mike Cridge speaks about Echo's mission to change marketplace expectations. Several regional managers are also listed along with a quote about Echo's passionate company culture.
Optimize Your Brand - SearchLove San DiegoGeoff Kenyon
Geoff Kenyon provides tips for optimizing brands through link building and goodwill efforts. Some key points include conducting market research and publishing the data to attract links, helping other campaigns and departments show value, and doing nice things like giveaways for bloggers and influencers to build goodwill and links. The document emphasizes helping others without expecting anything in return and being a resource to earn coverage, links, and engagement for brands.
5 Press Release Strategies to Improve Your Online VisibilityFisher Vista, LLC
The press release strategies that worked so well for you over the last 3+ years are less effective this year. Why? 2012 was a strange year for the press release.
• SEO has changed. Google Pandas and Penguins ran amok and almost brought the party to an end.
• A fraudulent press release on a major wire service and their subsequent policy changes now make it more difficult to write compelling headlines and optimize news for search.
• All major search engines place less value on search-optimized news releases.
• 2012 was also the year that we saw the 28-day news cycle effectively shorten to just over a week.
This document discusses the concept of Lovemarks, which are brands that inspire passion and devotion beyond reason. Lovemarks have secrets that make them stand out, including mystery, sensuality, and intimacy. The Lovemarks theory is that emotions lead to action, rather than reason leading to conclusions. To create a Lovemark, brands must focus on relationships rather than just information, and tell passionate stories that create love and wrap the brand in mystery. Principles for creating Lovemarks include being passionate about the brand, involving customers, telling great stories, and accepting responsibility.
Despite what many people believe, a “set it and forget it” advertising strategy won’t work for PPC. You need to devote time, effort, and resources to managing your campaigns, but even the most diligent marketer can let things slide.
Our PPC evangelist, Erin Sagin, will discuss some common signs that your account might be in trouble, including:
-High spend with low conversions
-Poor, disorganized account structure
-Average Quality Scores of 5 or less
Things are always changing in the world of search, but last week Google REALLY shook things up with a huge change to the way AdWords ads are displayed on the search results page. In the biggest SERP layout change we’ve seen in years, Google has completely eliminated standard text ads on the right side of the page, increasing top-of-page ads to four for many queries.
Join the webinar to learn:
-Exactly how this change will impact you
-What you can do to prepare
-Data on expected impacts to CTR, cost per click, and impression volume
Dave Kerpen gave a presentation at the Social Media Conference in Athens on why it pays to be likeable. He discussed several key points around social media realities, the importance of listening to customers, being responsive, providing value through offers and storytelling, inspiring customer sharing, using ads for targeting, and building a likeable brand. The overall message was that social media requires ongoing engagement with customers in order to drive meaningful results for businesses.
5 Keys To Orchestrating ABM Plays To Connect With Your Key Buyers | EngagioEngagio
As Account Based Marketing gets talked about more and more, it’s easy to get caught up in the hype. ABM is a movement whose time has clearly come. It’s not only here to stay, but it has become a foundational part of how B2B companies go to market.
However, as much discussions as there is about ABM, a lot of marketing and sales leaders are still waiting around to see how the best companies are orchestrating their ABM programs. What does a coordinated Play look like? Who on my team needs to get involved? What actions does each team member take? How do I handle multiple buyers at one account? It’s all great in theory, but until you design your playbook with the right elements and roll it out to your team, it’s no better than the exercise equipment sitting in the basement collecting dust.
That’s why we’ve put together this slide deck to show you how to orchestrate a world-class ABM program. We’ll reveal:
-The 5 essential elements of a marketing orchestrated play
-How to coordinate a multi-touch, multi-channel campaign across sales, marketing, and customer success
-Our most effective ABM Plays straight from our Playbook
-How to truly orchestrate human connection with buyers at scale
-And more!
Download Engagio's Clear and Complete Guide to Account Based Marketing at Engagio.com/guide
Learn more about Engagio at Engagio.com
Twitter.com/Engagio
Linkedin.com/Company/Engagio
Facebook.com/Engagio
The document discusses building brand love in B2B. It suggests that brand love can help B2B brands stand out from competitors by creating emotional connections with customers. Five questions are provided to help assess if a brand has the key aspects to cultivate love, such as having a vision for a better world that customers identify with. The document argues that brand love provides benefits like protection from competitors, room for mistakes, and positive word of mouth. It emphasizes that brands should express their vision consistently across all touchpoints to foster love.
IABC/Seattle Morning Manager event on 4/22/10 featured Jeff Hasen, Chief Marketing Officer of Hipcricket talking about Moments of Trust, touchpoints of
Brands and social media. Or puppy love and unicorn punchingDena Walker
Brands in social media are being disingenuous. We might have the best intentions but we're not carrying them through to execution. Instead, we're alienating our consumers and making them wish we'd go away. So, let's stop the nonsense and do social media the right way - even if the right way means not doing it at all.
This document discusses the importance of brands and brand accountability. It provides examples of strong brand cultures from companies like Zappos, Mayo Clinic, and Southwest Airlines. It emphasizes that brand accountability requires aligning a company's authenticity, differentiation, culture, and vision. It also discusses assessing brand gaps, turning the telescope inward to discover a company's "why", and establishing momentum groups to uphold brand strategy throughout the organization. The overall message is that brands have value and accountability requires aligning all aspects of an organization around its authentic brand identity.
This document discusses defining a brand's voice and provides tips for doing so. It emphasizes speaking the language of customers, being authentic, consistent, and appropriate for the audience. The document outlines a process for determining a brand voice, including knowing the audience, why the brand exists, examining current materials, competitors, desired customer feelings, and admired brand voices. It provides examples of brand traits and writing guidelines to develop a distinctive yet fitting voice. The overall message is that an effective brand voice builds trust and connects with customers.
The document discusses how to create a strong brand through focusing on feelings and experiences rather than just numbers. It emphasizes developing an authentic brand story that is lived internally and told externally. Various touchpoints and ways to engage employees and customers are examined. Metrics are presented showing that high employee engagement leads to much better business outcomes like customer loyalty, profitability, productivity and quality. The overarching message is that an emotionally compelling brand story consistently brought to life through the customer experience is key to success.
The document discusses how to build your personal brand. It explains that in today's competitive job market, your qualifications alone may not be enough to stand out. It then outlines five steps - referred to as the 5 P's - to develop a strong personal brand: having a clear purpose, proposition, packaging, networking with others, and perseverance. The document emphasizes that by taking control of how you present yourself and your skills to potential employers, you can improve your chances of landing your dream career.
Whether you’re thinking Rebrand, Refresh or Rename, this will save you time and money. Because what your team, prospective team and market want from you has changed.
This juicy 32 page guide is your key to brand success today, giving you:
>> Clarity on what your team and market really want from you
>> The secret formula to fulfilment for business owners
>> A one page checklist to measure your brand!
And so much more!
Download it at https://thesponge.com.au
This session shows you how to build a breakthrough brand by putting 11 proven principles to work for your organization. These are the steps you must take in order to create and maintain a strong, vibrant and growing brand.
Kim McKay's presentation at Mumbrella's Travel Marketing SummitRiyaMandri
This document discusses influence and how to gain it through focusing on impact, interaction, and innovation. It provides examples of how hotels can create peak experiences and deepen engagement with guests through memorable interactions before, during, and after their stay. The document advocates designing experiences around understanding what guests are truly seeking - whether functional, social, or emotional needs - and creating frequent touchpoints like departure gifts to maintain relationships long after guests have left.
Used this marketing presentation while teaching a Business Canvas Model Workshop. Looking at the difference between branding and marketing. The changing nature of branding and the basics of sales.
Andy Sernovitz is a keynote speaker and bestselling author on word of mouth marketing. The document provides testimonials from past clients praising Sernovitz as an engaging and inspiring speaker who provides immediately actionable strategies and lessons. It also lists some of Sernovitz's most popular speaking topics, which focus on generating positive word of mouth through social media, earning customer recommendations, and responding to negative feedback. The document serves to promote Sernovitz as a highly sought-after speaker on word of mouth marketing.
What is Authentic Marketing? It\'s really a new label on an old concept ... BRANDING.
How can you make your organization authentic? How does it all related to your brand?
This document provides an agenda for a leadership development training. It includes:
- An icebreaker activity for participants to find commonalities.
- A discussion of topics like Maslow's hierarchy of needs, leadership styles, and managing different generations.
- Activities to discuss developing leadership skills through sales, increasing belief in one's company and products, and overcoming objections and confusion.
- Tips for preparing for sales calls and building confidence.
- The importance of aligning one's head and heart with customers to be persuasive.
Marketing Mistakes that are Killing your SalesDacia Coffey
Your marketing could be sabotaging your sales funnel. For B2B companies, 2/3 of the research is now being done online without the influence of one of your sales people. Not only that, the online attention span is minimal. Simple branding mistakes cost you leads. Find out what the most common marketing mistakes are and how to remedy them to stop the leak of lost sales opportunities.
Whether your company is B2B or B2C, when it comes to finding your brand voice, consistency is important. It’s just not the only thing that’s important. To connect with customers, your brand voice should be three things.
The document provides tips for effective marketing writing based on a presentation given by Debra A. Mackey. Some key tips include knowing your audience and their needs, focusing on the client/reader rather than yourself, using feelings and benefits over features to motivate action, keeping messages simple, being positive, and including a clear call to action. The overall message is that marketing should put the client/reader first and motivate them using simple, authentic language tailored to their needs and feelings.
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...Tim Leake
The slides from RPA's forum presentation at the 2014 Cannes Lions Festival of Creativity.
Share your own naked truth, and learn more at: http://www.GetNakedAtCannes.com
Watch the teaser video at: https://www.youtube.com/watch?v=mLC0Kyq01Hk
Download the infographic here: http://www.getnakedatcannes.com/Content/Press/cannes-infographic-final.pdf
The Naked Truth: An Unadulterated Look At The Client / Agency Relationship & ...WeCreate
Tim Leake discusses issues affecting trust between agencies and clients based on a survey. Some of the key findings include that while 98% of agencies and clients agree trust leads to great advertising, they don't have as much of it. There is a lack of transparency and many agencies seem more interested in selling their work than solving clients' problems. The document outlines a four point plan for agencies to increase trust by focusing on communication, defining creativity, distinguishing risky from different ideas, and practicing business as much as advertising. Improving relationships requires ongoing work but will lead to better outcomes.
Tim Leake discusses issues affecting trust between agencies and clients based on a survey. Some of the key findings include that while 98% of agencies and clients agree trust leads to great advertising, they don't have as much of it. Clients often don't feel agencies truly understand their business or can drive sales. Agencies are seen as more interested in selling their work than solving clients' problems. Leake proposes a four point plan for agencies to focus more on communication, define creativity, help clients distinguish risky from different ideas, and practice business as much as advertising to increase trust.
How to Implement a Real Estate CRM SoftwareSalesTown
To implement a CRM for real estate, set clear goals, choose a CRM with key real estate features, and customize it to your needs. Migrate your data, train your team, and use automation to save time. Monitor performance, ensure data security, and use the CRM to enhance marketing. Regularly check its effectiveness to improve your business.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
Buy Verified Payoneer Account: Quick and Secure Way to Receive Payments
Buy Verified Payoneer Account With 100% secure documents, [ USA, UK, CA ]. Are you looking for a reliable and safe way to receive payments online? Then you need buy verified Payoneer account ! Payoneer is a global payment platform that allows businesses and individuals to send and receive money in over 200 countries.
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
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These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
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Design Thinking Framework
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15. very relevant to people irrelevant to people radically different from competitors extremely similar to competitors antes drivers neutrals distinctions Source: McKinsey & Company
16. very relevant to people irrelevant to people radically different from competitors extremely similar to competitors antes drivers neutrals distinctions Source: McKinsey & Company high-interest checking member dividends innovative $1 billion in assets free checks rewards program trustworthy accurate best places to work
17. what you do best what people really want what your competitors struggle with THE SWEET SPOT Source: Brand Aid by Brad Van Auken
32. dumb “ unstable” “ losses” Were they smoking pot? crazy stupid hate it blunder why? The CEO should lose his job. “ I’m switching credit unions.” Agency: Weber Marketing Group
64. Hello there! I work for Bank of America. Let me know if there’s anything I can do to help. So Bank of America charged me $5 overdraft but my balance was positive. That’s not cool. Credit union here I come.
[Hello…Good morning…Good afternoon…and] Welcome to The 11 Cs of Breakthrough Branding This presentation is going to be part strategy and part brand theory, plus some hands-on exercises you can apply to your credit union’s brand. In the end, you will have the knowledge and understanding of what it takes to build, grow and sustain a truly breakthrough brand. ============= Some people struggle with “what a brand is.” I’ve got an easy, one-word definition for you. Almost everywhere you see the word brand…
You can use the word reputation. Basically, your brand is “what you’re known for.” So if a “brand” is your reputation, then “branding” is the act of creating and managing your reputation. Here’s another meaning of brand…
A brand is “trust.” When you have a reputation and you are known for something, people can “trust” you to deliver a certain experience. This means “your brand”…
“ Your brand” is “your promise.” Now, do you know what your brand promise is? Honestly – and it’s nothing to be embarrassed about – most organizations don’t. Which leads us to the first “C” in the 11 C’s of Branding…
The first C in the 11 Cs of branding is clarity. Breakthrough brands have clarity. They know who they are and what they stand for. Ask a financial institution what their brand is about and you’ll hear themes like “quality,” “service” and “value.” But those are just safe expressions masquerading around as brand positions everyone can feel good about. What is value? What is service? Fast? Professional? Easy? What??? These are feel-good themes that don’t really provide any brand clarity. Having brand clarity boils down to this…
Most credit unions are going to get stuck right here – on the first C of branding: Clarity. Until you can answer this question… you’ll never have a compelling brand position with any real Clarity. The three most important words in branding are…
If this is the amount of stuff you should be focusing on… … then this is probably the amount of all the other stuff you are actually talking about. “ We offer a full range of financial services, including insurance and investment solutions, from a friendly place that’s local, with great service, good rates, lower fees and free checking. Oh, did we mention investments?”
Focus on a Who If you think your target audience is “all people ages 18-55,” you’re not going to have a lot of brand clarity. Focus on a What You’ve got to get a lot more specific than just the umbrella catchall, “financial services.” That’s not narrow enough. When you’re focused on a Who, it makes it easier to figure out What you should be offering them. Focus on a Where Focus on a Why You can’t be all things to all people. Instead you should try to be a few things to a few people…
You have to get specific. You have to focus. Focus is what creates brand clarity.
Common Wealth Credit Union’s “Young & Free” demonstrates two aspects of what we’re talking about. Young & Free has Clarity about Who they’re targeting and What with. They are focused on Gen-Y and their unique checking needs. They are not throwing a shotgun solution at the lowest common denominator. That’s what makes a brand compelling…
People have to really want your brand. They have to have what you offer because no other substitute will do. I’m sorry, I apologize…
You can take everything you could possibly ever say about your organization and graph it out. Take everything you ever HAVE said about your organization – in ads, brochures, in the press and in person. Take all that and you can map it out. Here, let me show you how it works. [RUN THROUGH ANIMATIONS] […Now let me give you some examples…]
Neutrals First order of checks free. Antes Accurate. Trustworthy. Distinctions $1 billion in assets. One of the top 20 best places to work. Innovative. Drivers Rewards program High-interest checking (Rewards Checking) Member dividends Drivers are what you want to build your brand around. But all too often, financial institutions build their brands around the other stuff – the antes, neutrals and distinctions. Now you probably could dispute where each of these things fall on the grid, so let’s break it down and make it real simple…
Take what you do best… … with what people really want… … and what your competitors suck at… … and right where those things intersect, that’s you’re branding sweet spot. That is the heart of a compelling brand. Speaking of “heart,” great brands have heart. They have…
Courage is #3 on the list of of 11 Cs of Breakthrough Brands Bill Bernbach, advertising legend, once said, "Safe advertising is the riskiest advertising you can do.” So true. You’ve got to have the Courage to stand out. ING Direct has a brand focus. They have brand clarity. They are all about saving people money, which is pretty darn compelling for consumers. ING Direct also has Courage. Do you know one of the ways they save people money?
It takes courage to DO this, much less ADMIT it. Heck, this guy is BRAGGING about it. Why would they do this? Because their brand model of saving people money requires a homogenous audience that can be served in a standardized way: Online, self-service. Period. They need everyone to fit in a mold in order to be able to offer the rates they offer. If you don’t fit in the mold, YOU’RE FIRED. Okay, here’s the thing about courage…
But when it comes to branding [CLICK]… that’s wrong.
It’s because we are hard-wired to notice things that stand out. It’s an instinct. Our primordial psychology is wired to alert us when something out-of-the-ordinary occurs. It’s part of our “fight-or-flight” mechanism. It triggers alarms. It says, “Hey, this needs your attention!” It works with things that LOOK different, and things that ACT different. We notice breakthrough brands because they LOOK and ACT different. Or in Steve Job’s case over at Apple, they THINK different. But the intrepid and fearless need to be prepared… If that’s the case, then why do so many financial institutions do this…?
This is the price you pay for having a breakthrough brand. You’re going to take arrows along with the accolades. Great brands are polarizing. Some people love them, others hate them. Breakthrough brands aren’t all things to all people. That’s what makes breakthrough brands Controversial…
There’s an adage or old maxim in the direct mail industry. It says you should shoot for a 2% response rate. Wrong.
Now you’re probably saying, “Whaaa…?!?! Why would I want to do that???” The only way you’re going to cut through the clutter is if you make some noise and ruffle some feathers along the way.
The truth is, we see over 3,500 brand messages every day. Now you might be saying, “No way. That’s impossible.” Well, when think about it… Here, let me give you an illustration…
My daily odyssey through 3,500 brands starts pretty much like this: The minute my Panasonic alarm clock radio goes off. Tuned into National Public Radio . I grab my Oral-B toothbrush. Put some Crest toothpaste on it. Use some Degree deodorant. Have a glass of Sunkist orange juice. A bowl of Cheerios . Get in my Jetta . And — of course — drive to Starbucks . THEN you get to work. NEC monitor, Dell computer, Windows operating system, Intel chips, Logitech mouse, Expo markers, Sharpie markers, Energizer batteries. We live in a brand-saturated world. That’s why ads for financial institutions have to stand out. Like this one…
[VIDEO] Virgin Money’s “Blingola” card is a duel-purpose card. It’s both a debit and a credit card.
“ MILF?” If this isn’t controversial, I don’t know what is…
When Weyerhaeuser Employees Credit Union changed names to Red Canoe, the local paper ran a story. Now keep in mind, this is a sleepy little logging town in rural Washington. When the paper ran its first story, it got over 350 comments at its website. The paper ran a follow-up story about how many comments and how much reader feedback the first article received. That article got another 400 comments. Not all the comments were negative. In fact, many of them were positive. But the negative comments…Oh boy. There were some doozies.
Today, the Red Canoe brand is one of the most respected, most admired brands in the financial industry. If you just moved to this small Washington town, you’d think this was the coolest financial institution in town – without a doubt. Maybe even the coolest bank or credit union you’ve ever seen. And the important thing about the name change is that existing, older members didn’t defect in protest. They never do. Red Canoe has the Courage to stand out with a unique personality – one that is bold, passionate and distinctively Northwest. They have character. They have style.
Speaking of style… Apple is known for its sense of style. They’ve almost entirely built their brand around their personality. They are innovative. They are cool. Casual. Easy-going. Friendly. In this recent ad campaign, they took the next step to actually personify their brand. They created contrasts between Mac and “all the other guys” = “P.C.” Look and compare. They are both regular guys. But one is gray, corporate, drab, frumpy, reserved, dispassionate. vs. hip, individualistic and scrappy. Mac isn’t rude or arrogant anymore than PC is an evil moron. But the contrasts in character are stark. Defining what you aren’t can be as important as defining what you are. This is an important branding technique. This is what Apple is doing here. Some people call it “brand attributes.” Some call it “personality traits.” Whatever it is, you’ve got to have it. No one likes being around a dull, boring person. It’s the same thing with brands. They have to have “Character,” and that’s #5 on our list of 11 Cs of Breakthrough Brands.
Here’s a financial example. The Geico Gecko. He’s friendly, easy-going, practical, British – which of course makes him smart and polite. What’s odd is that Geico has personified its brand TWICE, with TWO DIFFERENT brand characters.
The Geico Caveman. You don’t have to invent an imaginary spokesperson for your brand – that’s not the point at all. But you have to be aware of your brand’s personality – understand its true character – in order to become a breakthrough brand. Let me share a common brand exercise with you that will help you identify your brand’s character. What you’re going to do is imagine you could have any spokesperson – like the Geico Caveman. If you could pick anyone in the world to be your spokesperson, who would it be? Who would you pick? Why would you pick them? What personality attributes do they have? Because those are probably your brand’s personality attributes too. Here’s a couple other similar exercises: If your brand was an animal, what would it be? A dog? Horse? Lion? Tiger? Bear? If your brand was a car, what make, model and year would it be? And then, what kind of car do you want to be? How big is that gap between who you are and who you want to be?
You remember when I said that defining what you aren’t can be a powerful brand-building insight? Make a list of the things you aren’t. Keep track. Write these things down. Here, I’ll get you started: “We aren’t A BANK.” We aren’t like everyone else. We aren’t stuffy and bureaucratic. Okay, that sounds good. If you keep going, you have the beginnings of a Brand Manifesto. Here’s how this technique played out with one credit union’s brand…
This is Spike. He’s the official spokesdog for USA Fed. They have built a brand oozing with Character, with a heavy emphasis on what they’re NOT. Say no to the fat cats. 180° from banking. Viva la credit union revoluçion. But let’s say your team doesn’t just know what you aren’t. Say you know who you are…
Let’s say you know what you are. Your group got together and reached a consensus. These are the words that describe your personality. At times caring and personal. Fun and zany at others. The problem is that all these words aren’t equally weighted. Just like real people, brands have dominant personality traits. Do I dress like a professional? Or do I have an edgy, fun sense of style? You can reach a consensus about your personality attributes without ever agreeing which ones are the dominant traits, the most important aspects of your character. Just like with real people. People don’t have a dozen equally-weighted personality attributes. Let me show you what I mean…
These are all the same words from the list on the previous slide. This is how one person – the EVP – saw the organization’s brand character. Caring, comforting, concerned and personal are the dominant attributes. That’s going to suggest a certain style of advertising and marketing. Then someone else – the VP of marketing – saw it a different way…
Fun, edgy, quirky, zany. The important thing here is to not just define your character, your personality. You have to define (1) which ones are most dominant, and (2) where, when and how they manifest. If you were a fun, edgy, quirky, zany financial institution, you might create a campaign like this…
This is fun, edgy, quirky and zany. This is from WestBank in Australia. Their brand is entirely driven by its personality, its Character. Happy, upbeat, positive, optimistic… BUT do they really deliver a “happy banking experience?” Is it credible…?
Credibility simply means the organization can deliver on its brand promise. In other words, brand promises have to be believable.
Back to the whole notion of “happy banking.” [READ AD ALOUD] “ A bank you’re actually excited to go to???” “ A bank that has your back???” Really??? Are consumers going to buy this kind of message? As the subjects of 3,500 brand messages every day, our radar is tuned to this kind of B.S. This positive and upbeat brand campaign from WaMu was their last. When this campaign came out, WaMu had nothing to be happy about. They were on the brink of failure. This just isn’t credible. I know it. You know it. We all know it. Do you know that WaMu made some of their employees get together in their branch lobbies to shout “Whoo hoo!” at noon? [WHINCE] These are the same employees who knew it was just a matter of time before they were out of a job. This is bad…
When your strategy and messages are saying one thing… And your actions and execution are saying another… You’re telling brand lies. Your words have to be consistent with your actions. You’ve got to be Consistent from one day to the next… From one promotion to the next. From one channel to the next. From one touchpoint to the next. You’ve got to be Consistent…
Remember these ads?
It ran for yeaaarrrrsss…. It’s so good, I can sum it up in one word…
Of course you do.
So this is what Absolut ads look like now…
Now they look just like every other brand of alcohol. And I’d bet you haven’t noticed them. I can barely figure out what’s going on in them. Here’s a warning. The truth is: Most campaigns are killed prematurely. As in, right when they are gaining traction. You will get bored of it long before the audience does. That’s a burden you have to bear for the brand.
You know who gets the Lifetime Achievement Award for Consistency? Wells Fargo. They’ve used their stagecoach as an icon of their brand for – what – over a hundred years? I’m SURE agencies have told them to dump it. Even though a stagecoach has almost zero relevance today, getting rid of it would be a big mistake. Consistency isn’t just about doing the same thing in your advertising. It’s also about doing things Consistently from one channel to the next.
The cool, stylish Apple iPhone. I don’t want to see a cool ad for this and then go buy it here…
That’s being inconsistent from one channel to the next.
I want to go to the cool, stylish Apple Store. You have to be consistent. All aspects of your brand must align. If not, you’re creating…
… Brand gaps…the difference between the image you project and the experience you deliver.
#8 is Conversation. Strong brands build communities. Strong brands have disciples. There is dialogue. Interaction. Engagement. Another word for Conversation is Communication. Another word for this could be Community.
If you have a great, breakthrough brand, people will do your marketing for you. They’ll talk about you. That’s the power of word-of-mouth. This is also the allure of online social media. The only problem is, most financial institutions have unremarkable brands, so no one want to talk about them. But they keep trying it. And then what do those financial institution then conclude? They conclude that online social media doesn’t work. “ It’s the tool that’s broken, not the guy using it.”
Great brands talk with people – one-to-one. They don’t talk at people. Not “to people.” “ With people…”
Conversation is a dialogue. A balanced discussion. It involves as much listening as it does anything.
If you want to talk about superior financial solutions… or extraordinary service… Would you be prepared to do something like this? Create the conversation and hold yourself accountable for your brand in front of your constituencies.
Over 1,000 people saw positive feedback about BofA… right smack in the middle of a financial crisis that involves them.
One of the most important constituencies to have brand conversations with is your staff. You can have the best brand strategy ever devised, with the greatest marketing and the most-admired ad campaign running. But it all means nothing if your staff fail to create an experience that delivers on your brand’s promises. In order for your brand to thrive, employees must be on-board. They must know what your brand stands for and how to live it out. Here are some thing you need to do to build your brand. Invite staff to participate in defining the brand further. Produce an internal branding campaign. You need to give your staff brand orientation. They need to learn about the brand, what it stands for and how they can live it out.
[KINECTA BRAND VIDEO FOR STAFF] Spark staff excitement with initial brand presentation. You don’t need to wait until you rename or rebrand to have a Brand Event. You can have one any time. In fact, you should probably have some sort of “refresher event” every few years. This video, by the way, was not shot on film with a cast of hundreds. It’s entirely stock footage. You could make something like this for as little as $5,000.
No matter how much brand information you’re sharing with staff, it probably isn’t enough. You know the expression, “Out of sight, out of mind.” The same applies to branding. If staff aren’t hearing about- and learning more about your brand on a regular basis, they’ll forget about it.
Screening Prospects According to the Brand If your organization has defined its core values, they should be used to screen applicants. Say, for instance, one of your core values is “Teamwork.” You need interview questions that explore an applicant’s experience working in teams: Do you prefer working in a team? Or are you more comfortable working independently? Why do you like working in teams? What size team(s) are you most comfortable with? Have you ever been part of a team where something went wrong? Can you give me an example? What could have been done differently? If you aren’t screening applicants according to your brand and its core values, what good are they?
Congratulations! You have a baby brand. Now the real work begins. Too often, brands are born only to live their lives neglected and unloved. To thrive, brands need the same kind of attention as little babies.
A black hole somewhere in a binder lost on someone’s shelves. Why? Because no one owns it. Branding is not the marketing department’s responsibility. It is EVERYONE’S responsibility.
They need time, energy and money. If you don’t give your baby brand these things, it will never grow up. It will never mature into a contributing asset in your organization. It will remain continually stunted. My advice: Put “brand” on the agenda. Make it a topic your organization is focused on. You should create a cross-departmental brand team. Your management team should discuss your brand-building efforts at least monthly. You need to establish a budget for branding – not a portion of the marketing budget, a new, separate budget.
Branding is never done. Changes will always be required. Often, many of the changes require operational adjustments. Adjustments in HR. Lending. You can’t say, “Well that’s they way we’ve always done it.” It takes work. Years of it.
clarity = focus compelling = relevant and different courage = stand out controversial = can’t be all things to all people, you’re going to break some eggs character = personality credibility = where the rubber meets the road, you better not be telling brand lies
Check out ICONiQ’s website at iconiq.com. There’s a PanoramiQ Brand Assessment that can help you identify your current brand.
Check out ICONiQ’s website at iconiq.com. There’s a PanoramiQ Brand Assessment that can help you identify your current brand. You can also email me at jeff@iconiq.com.