Acting on your purpose means delivering on the promise that your brand sets forth.
Read More
While we’re throwing out advertising, let's be careful not to throw out what people really want. That’s a big idea.
Read More
What do your prospects and customers want? It changes. Customer journey mapping helps you answer the question no matter where they are along the path.
Read More
So you’ve converted that prospect into a customer. Congratulations! Now what? Well, it’s time to move to Step 5 of the customer journey mapping process.
Read More
We’ve come to the point in the customer journey mapping where your prospects are ready to commit. They just need to validate or confirm the decision.
Read More
At Step 3 of the customer journey mapping process, prospects want to weigh the options so they feel like they can make the very best choice.
Read More
In Step 2 of customer journey mapping, your potential customers start to search for ways to solve a problem or take advantage of an opportunity.
Read More
Through customer journey mapping, you create a guide for how, when, and where to engage with your potential customers.
Read More
One person can tell us how we should think about our brand – your customer. Your brand is your customer experience.
Read More
We need something that is stickier. Something that withstands the onslaught of the latest thing vying for our prospect’s attention. Something that has staying power.
Read More
It’s no longer enough to talk about your products and services. Today, people yearn for more. Find the Big Audacious Meaning in your brand.
Read More
Branding is way more powerful than a color. Or a typeface. Or a tagline. Branding is your entire organization as seen through the eyes of the world.
Read More
We need a reason to care before we want the details of the offer. So lay off the feature-driven branding.
Read More
I’m going to give away a huge secret of a successful sales and marketing alignment effort. Sales doesn’t get to be right. Marketing doesn’t get to be right.
Read More
Sometimes we get so caught up in answering the question that we miss out on solving the problem. That's why you should start with strategy.
Read More
A visionary brand champions something meaningful and worthwhile in our world. It creates an impassioned desire among people to be part of the quest.
Read More
We need to define who we are (organizational strategy). And we need to define why we are valuable to those we serve (brand strategy).
Read More
Defining the brand starts with a compelling and meaningful story. It may be in your history. Or it may be waiting to be revealed in what you do today.
Read More
The brand holds the potential to add real value to the organization. Not just some squishy, feel-good value. Cold, hard cash value.
Read More
Branding is powerful because it appeals to the part of our brain that is responsible for feeling and – surprisingly – decision making.
Read More