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Saturday, March 6, 2021

Are You Living Your Brand or Living a Dream?

Studies have proven that profits increase when companies move from “talking about” their brand to “living the brand.” What exactly does this mean? What does it entail? According to the Customer Experience Impact Report from Harris Interactive, 73% of respondents say it starts with your employees. Employees who reflect your corporate culture or who “live […]
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Is Your Story Even Relevant?

Henry Ford Dr. W. Edwards Deming Steve Jobs Each of these iconic leaders understood the importance of staying relevant as the key to engaging in meaningful conversations with customers. The truth is, it really doesn’t matter how superior your product or service is, compared to the competition. What matters is communicating a message that is […]
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Is That Something Your Customers Would Say?

In business-to-consumer (B2C) marketing, the buyer is typically also the end user. However, in business-to-business (B2B) marketing, the buyer is usually not the end user. Even though the B2B sales process is more arduous, this does not mean your message has to be complicated. B2B messaging can be simple and straightforward, without losing your key […]
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Creating Engaging Customer Conversations.

What does an engaged audience mean to your business? It’s an audience that is saying, “Tell me more.” It means that your message is initiating conversations with potential customers. Now more than ever, buyers are able to research products and services online without ever speaking to a salesperson. This shift to self-service has created a […]
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Why C-Suite Executives Can’t Give in to Instant Gratification.

We live in a world of instant gratification. Do something fast. Do something once. Expect immediate and lasting results. What a joke. What’s scary is that this “instant gratification” mindset has crept its way into organizational communication and it is killing business performance. Sure, CEOs and C-suite executives are moving so fast, they rarely have […]
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Successful Strategies are Driven by Winning Stories.

Sure, most leaders hold themselves accountable for the company’s overall strategy. However, what many executives have not acknowledged is … You own the story behind the strategy. In a recent article published by Wharton School of Business, communications expert Walter G. Montgomery said … “CEOs commonly blame lousy communication when well-laid plans go awry. Yet, […]
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5 Ways You Can Make Your Brand Rise Above the Noise.

CMOs have long understood the need for developing and delivering a clear, consistent, compelling corporate message that crystalizes the position the business desires to own in the mind of their target audience. But do you know who doesn’t fully grasp the importance of this? The rest of your company. According to Gallup, 91 percent of […]
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Is Technology Helping or Hurting Your Brand Story?

Dizzied by technology? CRM, marketing automation, web analytics, mobile technology, big data … the list goes on and on. Technology has taken the field of marketing by storm, and a large percentage of technology entering the marketing arena is directly tied to new channels through which customers can engage with your company’s story — social […]
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Cross-Functional Leaders Must Collaborate to Create a Memorable Customer Experience.

“The opportunity to create emotive and powerful experiences for customers is out there but only if the CMO Collaborator can inspire customer-centric thinking that resonates with a positive brand experience across all lines of business.”— 2019 Accenture Report Changes in the CMO’s role and the customer experience are far reaching. Left unaddressed, these changes will […]
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Aligning Your Corporate Story and Sales Compensation Plan

Aligning Your Corporate Story and Sales Compensation Plan

As a business leader, you’ve probably heard others say … “Salespeople only focus on … what they get paid on.” To one degree or another – there is truth in this statement. And we often hear this phrase when working with companies on repositioning, product launch or solutions portfolio initiatives. Why? Because, inevitably, decisions made […]
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