I’ve been involved in a lot of strategic planning sessions lately, and we inevitably discuss brand vision at some point in time. That is, what does the organization want the brand to ultimately be? Something lofty, even noble. As we discuss this, some clients will talk about a vision that is well articulated and congruent with how they are currently operating. Others want their brand to be something that is far different than what it is today (fair enough) and they operate in a manner that isn’t going to get them there (impossible).
Do you encourage customer feedback? Do you make it easy by ensuring you have a clear system in place that allows your customers to effortlessly leave comments? Let’s hope the answer to both of these questions is a resounding "yes."
The announcement of Amazon’s purchase of Whole Foods shouldn’t be surprising. Amazon has grown from an online book retailer to a logistics distribution company. Why wouldn’t they, or similar companies get into the delivery of consumable products? Maybe UPS will buy YUM brands next. Or Uber will hook up with Home Depot. And when all of this happens, who will occupy all of this expensive real estate that these national retailers currently occupy? Radio Shack, Sears, JC Penney, Macy’s, Payless, American Apparel – it’s a long list and getting longer.
I used to think a lot about becoming a rock star. But after years of not doing anything rock stars do to become rock stars, hence I am not one.
Today, Marketing Directors should be expected to provide quantifiable evidence that their marketing efforts are contributing to real business outcomes. And, as agency partners, we need to be tracking our work so we can wisely advise you, our clients, where to invest in order to be successful.
What does it take for a brand to earn your loyalty? Meeting all of your expectations? Exceeding them? A loyalty program? There's no doubt that loyalty programs can be of tremendous value to marketers. But, developing the program and getting people to join it is just the beginning of the challenge.
Identifying the right players for your internal marketing team can be a painstaking process, but it’s arguably one of the most important decisions you’ll make. Even the best employees, however, need a clear understanding of your expectations, processes and goals to operate successfully.
Ten years ago, hardly anyone was using the phrase "content marketing." Now, it seems like we can’t escape it.
You see it everywhere you go – someone with their head down looking at their mobile phone, right? You can’t even go to dinner or a meeting anymore without people making sure their phones are visible. Being 100% attentive and in tune with the company around you is now a thing of the past, because the minute that phone vibrates or rings, people jump at the opportunity to check it. And in the words of Eminem, it can leave you screaming “Snap back to reality.”
Is there anything brands want more than happy customers – customers willing to tell their friends about your great company, quality products and exceptional service?
Spring Training 2016 came around and Chicago Cubs manager Joe Maddon stood up in the locker room and announced, “This year, we’re going to try not to suck.” The simple phrase ended up in hashtags, on t-shirts and was coined as the team’s motivational slogan that carried them and loyal fans through their historic year.