What’s top of mind for the marketing head at one of the world’s top three brands? It’s not what you’d expect. In a company known for its emphasis on data, analytics, and new technology tools – Lorraine Twohill, SVP of Global Marketing at Google, says great marketing still comes back to the basics of creative messaging. Here are a few key takeaways from her recent interview with McKinsey Quarterly*. Creative fundamentals are vital – even … [Continue reading]
McKinsey study shows why customers don’t like your message
A recent McKinsey study* uncovered an alarming gap between what vendors are saying and what customers want to hear. They compared the core messages of the world’s largest B2B companies with what actually influences buying decisions. The results were fascinating. Here’s why customers aren’t responding to your message: The things you say the most are the things they care about the least. McKinsey’s survey of over 700 global executive decision makers revealed that the themes … [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]
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