Purpose and Mission Matter. A lot.

This week Deloitte released research that further proves that purpose and mission are tremendous drivers of business performance. Companies that define themselves by their higher level values deliver greater levels of growth, innovation, profitability, and competitive advantage. (Infographic for download here.)

 

The data is striking. Among the 1,000+ respondents (300 executives), 82% of the “purpose driven” organizations believe they will grow this year, vs. only 48% of others.

 

Read more…

Comments(0)Leave a comment

Logo Versus Brand – What Is The Difference?

Granted, yes, a logo design is part of your company’s corporate identity. However, the logo itself is not dependent on your company’s brand alone. So logo versus brand, what is the difference and when exactly does a logo become part of a brand? In order to answer this question, first let’s determine what the difference is between a logo and a brand.

 

What is a logo? In order to fully understand what a logo is, we must first identify the reasoning behind it and what its main purpose is. Several different aspects go into the design process of a logo. It must aim high to make it immediately recognizable while also inspiring admiration, trust, loyalty, in addition to an implied superiority. A logo is not used to sell, it is used to identify.

 

What is a brand? The best way to describe a brand is to look at it as a collection of perceptions that customers and prospective clients have about your business. Although you do not have control over these perceptions, it doesn’t mean that you have no control over your brand.

 

Controlling your customer’s idea of your brand can be defined by designing striking and impactful graphics that will convey your message. Using these same graphics on a consistent basis throughout the design of all of your marketing materials will help portray the right idea about your brand to your customers and clients.

What Aspects of Your Brand Do You Have Total Control Over?

 

Read more…

Comments(0)Leave a comment

The social media manager is (almost) dead: 5 tips on how to evolve as a marketer

Last year, Hootsuite’s Ryan Holmes proclaimed the role of social media manager dead. He cited a study that found that the growth in positions with the title “social media manager” has slowed down by 50% between 2012 and 2013.

 

After thinking about this, I’ve come to a simple conclusion: To remain relevant and employable,  a social media specialist must evolve to a marketing leader.

 

I brainstormed a few ways social media managers can make the transition successfully. If you work in social media and want to thrive in your career in marketing, here are some tips to keep in mind:

 

Read More…

Comments(0)Leave a comment

The Art of Branding

In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding.

 

This is my advice to help you.

 

Read more…

Comments(0)Leave a comment

The 10 Steps In Developing A Strategic Social Media Plan For Your Business

Quantifying an ROI from social media is only possible after you’ve developed a strategic plan that will make measurement both clear and easy. When it comes to social media “80% of marketers begin with tactics instead of goals” – eMarketer Report. Here’s how to build a strategic social media plan to ensure that you don’t waste time or money on tactics that might work.

 

Read more…

Comments(0)Leave a comment

How To Manage Projects: Double Down, Delegate, or Destroy

Most disciplined managers (and companies) build prioritized to-do lists of their team’s most important projects so that they can invest time and resources accordingly. But leaders beware! Rather than focusingon projects that are most important, leaders should focus on where their personal leadership skills CAN ADD THE MOST VALUE. To help me determine how to invest my time and energy, I use a tool called the Priority Matrix (PMAT).

 

For each project in my organization, I evaluate it on two dimensions. A) What is the VALUE of the project if it succeeds? B) What is the PROBABILITY of it succeeding? I plot those projects on a 2×2 matrix (value on one axis; probability on the other).

 

Read More…

Comments(0)Leave a comment

Three Ways to Humanize Your B2B Marketing… and Improve Results

It’s a Marketing Content and Data Avalanche

 

Marketing has always been about people. Yet, it’s a pretty un-human marketing explosion out there. There is too much content and jargon-laden stuff chasing too little mindshare. In 2010, Google’s then CEO, Eric Schmidt, proclaimed that there is more content created every two days than in all of human history up through 2003. More recently, IBM stated that 90% of content today was created in the last two years alone.

 

The annual Edelman Trust Barometer continues to show a steady decline in customer trust of companies. And along with the decline in trust, we have a growing deficit in attention span. We’re on social overload and it isn’t pretty.

 

Read more…

Comments(0)Leave a comment

New-School B2B Marketing: Communicating to the Individual – Business 2 Community

Leading business-to-business marketers are moving away from their  spray and pray acquisition strategies, opting instead to create more  personalized experiences for each buyer.

 

And it’s no wonder: a recent Corporate  Executive Board Marketing Leadership Council study found that only 14 percent of B2B buyers believe that feature  differences and unique selling propositions alone justify paying more for that  product.

 

Instead, B2B marketers are reaching their online buyers with three  new school tactics:

  • Creating a visitor-centric strategy
  • Reaching visitors with personalized messaging, from the right  organization
  • Re-targeting that visitor across the web, to drive them  back

 

Read More…

Comments(0)Leave a comment

The Periodic Table of B2B Digital Marketing Metrics

The venture capitalists over at Insight Partners have put a little elbow grease into this black hole and shared the “Periodic Table of B2B Digital Marketing Metrics.”

 

Fridays are always valuable days for reflection on the week, applying lessons learned to prioritizing the next week’s tasks. One of they key variables in this always-learning cycle is the actual results of specific tests, ie. how a particular marketing campaign or internal effort paid off as far as results.

 

Oftentimes,  a key piece of missing information is the industry standard, which offers a clear litmus test on how a particular performed not just according to internal standards but industry-wide.

 

Read More…

Comments(0)Leave a comment

Align Your Brand From The Inside Out

The Importance Of Alignment Businesses have traditionally viewed external brand communication as a primary focus, forgetting that their internal audiences are just as important. It’s imperative for brands to ensure there are no gaps between how its products, customer service and sales reps, store personnel, and even its advertising match up to actual customer experiences. After all, once a brand makes a promise, the company depends on its front-line employees to deliver on that brand experience.

 

I believe the best way to guarantee a consistently rewarding experience, and avoid a firestorm like the one Domino’s experienced, is to align the brand totally from the inside out. This means every employee must not only understand the brand promise and his role in keeping it, but also be equipped with the knowledge and tools necessary to actually deliver on what is expected. The success of any campaign, whether a new marketing initiative or a product launch, depends on it.
Read More…

Comments(0)Leave a comment