OWNERS OF SMALL TO MIDSIZE BUSINESSES (AND THEIR EMPLOYEES) ARE VULNERABLE
trying to solve today problems with yesterday solutions Radically shifting markets, a plethora of market share challenging products, and ever changing technology, are making SMB owners vulnerable....
View ArticleLEADERSHIP STRATEGY: SCHEDULE ONGOING DIALOGUE BETWEEN BRAND MANAGERS AND THE...
Forward thinking = the CEO and brand strategists What was once nice to have, has become a survival issue. Regular updates and in depth discussions between the CEO and brand strategists are essential...
View Article7 STEPS TOWARDS BEING HEARD IN A NOISY MARKEPLACE
Guide rather than sell potential customers Much of what experienced marketing and sales managers know about their trade is no longer producing—buyers are less accessible. Spending more on...
View ArticleSIX STEPS TO LEADING A MAJOR CHANGE INITIATIVE
Align behind your company's master brand (north star) A shared vision of the preferred future is present in successful change initiatives. People need to know the link between your “master brand” and...
View Article7 STEPS TO SUPPORT YOUR BRAND PROMISE
A brand promise must align with corporate behavior Living the brand promise is more about doing than knowing. Companies are discovering that that: brand communication is not enough a CEO...
View ArticleLIVING THE BRAND PROMISE REQUIRES A “HOT IRON”
dangerous talk if not supported by the corporate culture Cattle are branded to differentiate them from similar beasts grazing in overcrowded pastures. Individual animals (read: products/services)...
View ArticleSUPPORTING THE BRAND PROMISE: 5 ESSENTIAL LESSONS
Yesterday, I had a disastrous experience with a plumbing company that promotes itself as, “The Punctual Plumber”. They were selected because of an appealing brand promise—a promise that was not kept....
View ArticleSUCCESSFUL MERGERS AND ACQUISITIONS HARMONIZE BRAND STATEGIES AND CORPORATE...
SUPPORTING THE BRAND PROMISE WITH CULTURAL ALIGNMENT Corporate mergers present complex challenges. Most issues get resolved before final deals are closed. Operating, financial, and HR policy...
View Article10 STEPS TO BRAND SUCCESS: how to get noticed—and deliver on your brand promise
Being heard in a noisy marketplace is the key to success The world has changed. Cold calling and networking are becoming less relevant as people rely more and more on web searches to find what they...
View ArticleALIGN CULTURE TO SUPPORT YOUR BRAND PROMISE
Culture aligned in support of a compelling brand promise Yesterday’s primary market differentiation was the delivery of quality. A company that I founded—Achieve—won “top of mind” in an emerging...
View Article7 PRIORITIES THAT WILL MOVE A CEO FROM GOOD TO GREAT
Great CEOs are propelled by a motivated and disciplined senior team A rapidly changing world has of necessity changed CEO and executive behavior from the autocratic application of personal power...
View ArticleHOW TO MAINTAIN A POSITIVE WORKFORCE WHEN TIMES ARE UNCERTAIN
align using the corporate equivalent of a north star: your brand promise My recent e-book states: “If you’ve ever stood under a high-voltage transmission line, you’ll remember the sound of energy...
View ArticleHOW TO DEVELOP BRAND POWER
Tell your brand story: there are only seven plots to select from The five year old that still lives in all of us, loves to hear and tell stories. Brand power comes from carefully developing an...
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