Earlier this week, I presented a BrightTALK webinar on behalf of the Sales Experts Channel, titled, Branding and Positioning for Market Leadership. With over 200 registrants, this is obviously a topic of great interest. As I explained, after making the decision to embark on a branding upgrade, there is a critical decision to be made: […]
In a recent article, Eight Critical Brand Health Questions You Should Be Asking, I shared the questions that you should be asking to determine if your B2B brand is helping or hurting your company. Branding incorporates a number of elements (e.g. name, message, promise, graphic elements, etc.) but I will focus this message specifically on […]
Customer loyalty – the secret weapon in your brand Customer loyalty (CL) should be the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. It’s a sound strategy when you look at the stats on loyalty ROI. A recent survey by Martech Today stated: “Customer satisfaction is more important […]
Unlocking the secrets of customer loyalty Customer loyalty (CL) should be the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. It’s a sound strategy when you look at the stats on loyalty ROI. According to a recent study conducted by Astute Solutions, “Research shows that loyal customers are […]
To paraphrase the Dicken’s classic, A Tale of Two Cities, I’ll cover the best of branding and the worst of branding, starting with the worst. I read a Chicago Tribune article two weeks ago about how the company that owns Devry University is changing its name to Adtalem Global Education. The rebranding comes just months […]
Complacency is a deadly risk to the health of your brand. Perhaps the most enjoyable part of my job is helping B2B clients “brand” their companies, products (or services) and create a personal brand for executives. I’ve written a lot about the subject of branding, including my recent article for CustomerThink titled, Six Steps to […]
When I published my recent book, The Essential Guide to Building Your Lead-to-Revenue (L2R) Machine™, I chose brand strategy as the first key component of the framework because of its extreme importance to L2R success. Building the rest of your marketing and sales initiatives on top of a weak brand is akin to building a […]
Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention. One of the […]
I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand. Following is a summary of what I said on the podcast. When people talk about a company brand, it is often expressed as sort of an abstract […]
Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. We first defined the terms “brand” and “brand promise.” A Brand = the place your company […]