Chief marketing officers are reporting increased pressure to prove the impact of marketing spending. But too often this means a focus on short-term metrics, like sales revenue, instead of longer-term efforts like brand building. To achieve their long-term strategic objectives, CMOs must work on building the business case with their
Category: Corporate Branding
Corporate branding can be defined as the process to maintain, continue and create a positive corporate reputation and associations using the power of a brand, which in return is a promise to. the stakeholder and consumer in particular at which the brand has formed a set of perceptions.
Conversational Marketing: The Idea Is To Meet Customers Where They Want, When They Want, And How They Want To Address Their Unique Needs
Technology continues to move forward, and new approaches to digital marketing evolve in parallel. While direct mail, billboards, television and radio ads still have their place, the changing digital landscape means small businesses need to keep up or lose potential customers to the competition. Conversational marketing has emerged as new
Medical Malls: Why A Mix Of Health Care Services On Leased Retail Space Have The Potential To Deliver Care More Effectively, Efficiently, And Flexibly
Medical malls, a new type of care delivery location is gaining traction. They can be a pure medical center or a mix of health care services and leased retail space. There are about 30 in the United States. They have the potential to enable hospital-based systems to deliver care more
Why Direct-To-Consumer Brands Need To Evolve: Four Principles For DTC Brands To Be Continued Success
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how they serve their unique customer communities across a start-to-finish purchase
The CEO Of Chipotle Brian Niccol – On Strengthening The Company’s Culinary Culture And Harnessing The Power Of Digital
Niccol was the CEO of Taco Bell before he became the chief executive of Chipotle, in 2018. He had watched Chipotle’s launch and rise with fascination and had enjoyed its burritos and bowls. But now he saw that it needed to get its business back on track fast. Customer lines
A Better System For Understanding The Real-World Impact Of Customer Loyalty – Net Promoter 3.0
Since its introduction, in 2003, the Net Promoter System, which measures how consistently brands turn customers into advocates, has become the predominant customer success framework. But as its popularity grew, NPS started to be gamed and misused in ways that hurt its credibility. Unaudited, self-reported Net Promoter Scores undermined the
The Difference Between Loyalty And Advocacy: How To Make A Loyal Customer A Customer Advocates
Need more business? Customer advocates are your key to more leads – and as a result, more revenue. Why? People are more likely to purchase a service or product based on a recommendation than ads they see or research they have to do themselves. In fact: Ninety-two percent of people
Why You Should Look To China For Digital Market Offerings: Five Lessons For Western Companies
The Economist opened 2021 with a cover story headlined “Why Retailers Everywhere Should Look to China.” It’s not hard to see why. China is both a large and a fast-growing retail market – worth about $5 trillion in 2020 – and highly digitized. And the pandemic has made digital every
From The Freemium Business Model To An Aggregation Business: How To Focus On Service And Capture Value?
More and more startups are popping up, offering customers new services and products that save them money. And while their offerings are attractive, they have one shortfall: They don’t capture value for the company. Fortunately, there is a strategic model that startups can follow that allows them to focus on
Leading Ethically: What Matters To You, And Where Your Ethics Lie – Have An Honest Conversation With Yourself
Honest conversations are a crucial tool in helping leaders and their organizations successfully act on their ethical ambitions. If you aspire to lead ethically and with high purpose, first turn inwards. Take the time to have an honest conversation with yourself to help figure out what matters to you, and
Rise Of Impact Entertainment: Brand’s Social Purpose & Socially Conscious Consumers
As more brands, media companies, and corporations seek to connect with an ever growing, socially conscious consumer base, Participant Media and SoulPancake, in partnership with Brand Storytelling, set out to understand how brand marketers think about utilizing traditional entertainment as a tool to spark meaningful dialogue and generate compelling social
What Is Branding In Business And Why It Should Be Your Primary Concern
While conversions and sales are important, branding your business is just as vital. A bad first impression is no impression at all, and poor branding is the equivalent of showing up for an important meeting in a T-shirt and cargo pants. There should be no excuse for poorly implemented branding.
