brand-strategy

>Topic:brand-strategy

Finding your purpose

Published: Sat, Jun 16, 2012|Filed in: Bookmarks|Topics: , , |

From Shaina at Forty: If you’ve ever had to endure the pain of reading a typical mission statement, it probably included a bunch of dry and meaningless babble about “increasing shareholder value” or “providing the best customer service around.” That’s not a purpose. It’s not what drives them to get up in the morning, guides their decisions, or inspires their tribe. It’s what the CEO or board thought would sound good during their annual strategy meeting.
Purpose is powerful because it causes everything else to make a lot more sense. You no longer have to deliberate your goals for the next few years or the concept for your next campaign. You don’t have to figure out what qualities you’re looking for in a new employee or how to train them to do their job right. You don’t even have to think twice about how you should handle that really angry call from a customer you’ve been avoiding. Why not? Because the path is illuminated for you when you’re driven by a deeper purpose. · Go to Finding your purpose →

Is your company fit for growth?

Published: Tue, May 22, 2012|Filed in: Bookmarks|Topics: , |

From strategy+business: A more strategic approach to costs can help you prepare for the next round of expansion. Drawing on experience from Ikea, Aetna, Pitney-Bowes, and elsewhere, this step-by-step article shows the three actions that can make a company ready for growth. · Go to Is your company fit for growth? →

The key to content marketing (and business): Be less self-centered

Published: Thu, May 17, 2012|Filed in: Bookmarks|Topics: , |

From FastCompany: Shane Snow, founder of Contently, says to win at business, brands need to make content, and make it about their audience. · Go to The key to content marketing (and business): Be less self-centered →

The case for the brand ideal

Published: Tue, May 15, 2012|Filed in: Bookmarks|Topics: |

From strategy+business: Behind many a successful product, there's a sharply focused intention to improve lives. The former global marketing officer of Procter & Gamble describes how he learned to foster a brand's aspirational value. · Go to The case for the brand ideal →

Philip Kotler on marketing

Published: Fri, May 11, 2012|Filed in: Videos|Topics: , , |

Philip Kotler is the undisputed heavyweight champion of marketing. He’s authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world’s fourth most influential management guru by the Financial Times; this year, the Wall Street Journal ranked him the sixth best business thinker. Not […]

Customer journey mapping: What is it for?

Published: Thu, Apr 26, 2012|Filed in: Bookmarks|Topics: , |

From Forrester: Our clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions they deliver. However, even enthusiastic organizations sometimes struggle to determine the objectives they should pursue with customer journey mapping. Forrester interviewed five companies that use customer journey maps to understand how the approach has benefited them. This document outlines the business value that these firms derive from customer journey mapping and the variety of objectives that journey mapping can support.

Forrester clients tell us that they're eager to use customer journey maps because they see the documents as ideal tools to analyze and communicate their customers' perspectives on the interactions they deliver. However, even enthusiastic organizations sometimes struggle to determine the objectives they should pursue with customer journey mapping. Forrester interviewed five companies that use customer journey maps to understand how the approach has benefited them. This document outlines the business value that these firms derive from customer journey mapping and the variety of objectives that journey mapping can support. · Go to Customer journey mapping: What is it for? →

Digging into ‘customer-centricity:’ what is the defining feature of a ‘customer-centric’ company?

Published: Tue, Apr 24, 2012|Filed in: Bookmarks|Topics: , |

From Maz Iqbal at Customer Think: Customer-centricity is at least as vague a term as CRM and CEM. Is it a strategy? A state of mind? A loyal relationship?   Personally, I’ve defined “being customer-centric” as delivering value that customers care about. The end results should be more loyal customers.  But it’s not quite that simple. How do we explain the success of Ryanair, which offers a low-cost service, gets lots of travelers and makes money, but can hardly be said to have raving fans?“ · Go to Digging into ‘customer-centricity:’ what is the defining feature of a ‘customer-centric’ company? →

The brand pyramid

Published: Wed, Mar 21, 2012|Filed in: Bookmarks|Topics: , |

From Mind Tools: If you're in marketing, then you'll know how important it is that your brand speaks to your customers on an emotional level. When someone feels a strong positive emotional tie with a product, that emotion creates brand loyalty, and this inspires repeat purchase. · Go to The brand pyramid →