I’m sitting here on the plane about to take off from Vancouver, BC where we just presented messaging and positioning ideas to a great technology client in a very hot space. As always, we took a look at their competitors’ messaging. It turns out, almost all their competitors are positioning as the leader. No surprises there. We see this pattern across a lot of industries. What was surprising were the grandiose superlatives rampant in the … [Continue reading]
Brand Message
The one question we get asked most often
I haven’t taken an official poll, but I’m pretty sure there’s one question B2B sales and marketing leaders ask us more than any other. It often comes up in the very first meeting with new clients or gets asked after we’ve spoken at an event. And it goes something like this… “Our company has all these different products and services. We’re in all these different markets. We’re talking to different decision makers with different responsibilities … [Continue reading]
It’s official. Your employees aren’t telling the truth about your brand.
Brace yourself. A major Gallup study found that less than half of employees – only 41% – feel they know what their company stands for and what makes its brand different from competitors’ brands.* Ouch! Your employees represent your brand every day to customers, prospects, family, and friends. If they don’t have your message right, you’re missing a huge opportunity. Here are five things you can do about it right now… 1. Define what makes … [Continue reading]