Moving from a ‘push’ to a ‘pull’ strategy. I read a white paper entitled Internal Branding; What is that exactly? By Allan Steinmetz, CEO of Inward Strategic Consulting, Inc. And felt compelled to add to his insights and hit on a couple of key overlooked areas of the process. First, I’d like to begin by …Read the full article…
CUSTOMER SERVICE MISHAPS – DO YOU HAVE A PROCESS FOR QUICK RECOVERY?
Service recovery is a big issue for many businesses. Service mishaps happen all the time, but how often do they happen in your business? Are you keeping track? When it does happen, you can’t mess around. Your employees need to be empowered to recover as quickly as possible, show the customer you care and make …Read the full article…
PART A: Authentic Brands Live Their Story! Does Yours?
A powerful brand story, when executed well—builds trust, connection, and loyalty with your audience. Does your brand have a story? You know—a story that’s captivating and inspiring; has real meaning and comes from the heart of what you’re all about as a brand. It’s a story your employees believe in. They stand behind it through …Read the full article…
What is the ‘One Word’ You Want to Own in the Minds of Your Market?
Regardless of the size of your organization, has the question been asked, “What is the one word you want to own in the minds of your market?? Before you answer, first think about…
The Fallacy of “Re-Branding”
Debunking the ‘external’ effort to re-position the brand. “Oh, you’re a brand consultant? Our company just went through a re-branding effort 6 months ago. We’ve all got new business cards, a new logo, and new ad campaigns coming out.” I cannot tell you how many times I hear this and like statements from those I …Read the full article…
Brand Differentiation—It’s An Inside Job
3 Ways to Maximize Competitive Advantage! By Suzanne Tulien, Principal and co-Founder of The Brand Ascension Group Business innovation never ceases to amaze me! Every day I see ads that blow me away when it comes to new ideas and state-of-the-art features and benefits of existing products. The problem, however, with differentiating your brand through …Read the full article…
Branded Service Moments of Truth
By Carol Chapman, Principal & Co-founder, The Brand Ascension Group Most people have heard the term Moments of Truth. These are those defining moments when customers evaluate whether or not you Walk your Talk as a brand and declare “This is great—I’ll be back” or “Nada – don’t’ think I’ll return”. I’ve recently come to …Read the full article…
DEMAND FOR YOUR BRAND
Building a brand in today’s global market is very different from what it used to be. No longer can an organization expect marketing to do the work of branding. Marketing is important for communicating and spreading your brand’s message, piquing the interest of and acquiring new customers, however, the sheer effort of marketing doesn’t create a unique culture, systems and processes, nor deliver memorable brand experiences that keep customers coming back for more. That’s why the function of brand definition and development is critical prior to the creative efforts of marketing.
Don’t Miss the Brand Boat!
The term branding is overused and misused in many conversations. Not only has it become erroneously synonymous with ‘marketing’, but the true meaning is completely overlooked as a poweful, highly critical piece to business success! This article speaks to the misuse and defines the true meaning of the term and how educating the business owner correctly and empower them to take action!
How to Make Your Business Brand Recession-Resistant
Learn how conscious branding practices can capture and sustain valuable market share in any economic situation
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