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]
How to pitch to Warren Buffett
In 1983, Warren Buffett’s Berkshire Hathaway bought a home furnishing store for $55 million (serious money 30 years ago and not bad today). The deal was done on a handshake. Even though the company’s financial statements had never been audited, Buffet didn’t ask for an audit. He didn’t take inventory … or verify the receivables … or check property titles. Why would a man renowned for his due diligence take such an outsized risk on … [Continue reading]
Three epic B2C brand messages. And lessons for the B2B marketer.
B2B marketers can learn a lot from the world of consumer advertising. Although they won’t admit it, B2B customers tend to make purchase decisions based on emotion – just like consumers do. Business buyers are humans, too. How can you build a message that gets past features and benefits to connect on a deeper level? Take a look at what three epic B2C brand messages can teach us… EPIC MESSAGE #1: “Built Ford Tough” Ford … [Continue reading]
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