by: Steve Kimball Brand control, always a key concern, has never been more important. With so many new companies and products coming to market every day, consumers turn instinctively to strong brands they know and trust.
by: John Shubat With your strategy in place, you know your brand is one of your most important assets. How do you implement your strategy, communicate your value proposition to your constituency, and protect your brand?
by: Harvey Hartman Today's cultural brands have learned they are not merely selling products, they are creating lifestyle worlds around their products and brands. As marketers, the more you know about the world in which your product plays, the more successful your brand will be.
by: Eric Swartz This article reviews the necessary steps involved in re-branding your city, with a focus on creating, choosing and
communicating the value of a new slogan.
by: Leslie Stubin There is little doubt that the word "barter" makes some brand marketers’ heads spin. For some people, corporate barter remains a bit mysterious. It need not be.
by: Dan Schawbel Marketers are not only selling products and services but their credibility and personality. A strong personal brand will set you apart from the competition.
by: Deborah Athens When companies treat their brands as an asset, this commitment can create a more effective and unified organization. More and more companies are aligning their corporate strategy and goals, internal and external communications and operations behind their brand to help drive revenue and increase customer loyalty.
by: Jon Miller and Jackie Horowitz Leading consumer-oriented companies are dramatically adjusting their marketing mix to take better advantage of less traditional – but ultimately more effective – consumer interaction channels.
by: Gordon Husbands Most people are more likely to stay on a website, make a purchase, and generally think more positively about an organization if the site is in their own language.
by: Deborah Athens Innovation begins with the customer. This paper will help develop more effective and efficient ways to reach the customer. Marketing is not just a pricing game, but a strategic approach to engage your customer.
by: Sean Geehan Executives in nearly every industry are now discovering that a Customer Advisory Board (CAB) can serve as a direct conduit to the mind and heart of the marketplace.
by: Eric Swartz The marketplace in which companies go head to head is no less contentious, fierce, or profit-driven than the world of The Godfather. The Barzinis, Tattaglias, and Sollozzos of the so-called legitimate business world are trying to expand their territory (read market share and mindshare); and the Hyman Roths and Johnny Olas, once your business allies, are now formidable competitors threatening to weaken your tenuous market position.
by: Reed Holden The substance of value details the process by which products and services create economic value for customers and salespeople are provided with and use appropriate knowledge and tools to leverage that value in their customer negotiations.
by: Brent Hieggelke What's your recipe for marketing success? One pound of strategy, six ounces of targeted media, two cups of breakthrough creative, three tablespoons of sheer luck and a pinch of Executive gut feel. Sound familiar? What may have worked in the past, simply doesn’t cut it anymore.
by: Cristian Mitreanu Most researchers and business executives are content with the widespread and broad definition of customer-centricity as the capacity to understand and respond to the customer’s needs. In an increasingly dynamic and competitive business world, this is not enough. A deeper understanding and focus on the customer is required in order to succeed.
