Brand Strategy & Planning

Safe Data or Risky Creative; Is Your Marketing Strategy Too Safe?

Creative freedom

A common discussion among marketers tends to be the intricate juggle between creative freedom, calculated risks and data-driven research. Whether it’s B2B or B2C, the same conversation seems to surface. The popular mindset tends to veer toward the data end of the spectrum versus the provocative risk-taker. In fact, as a chief marketing officer (CMO), one must deliver these statistical results as proof their tactics are working.  

Cause Marketing…How Can You Make a Good Thing Great?

Cause marketing is nothing new. When a for-profit business supports a nonprofit, the company mission is about something bigger than itself. Sponsoring a cause is beneficial to both the company and the organization, which is why it’s a concept often-executed. Being viewed as a company who is helping a good cause appeals to customers. And although this noble work ultimately helps the business make money, one would hope that the business sincerely cares about the cause regardless.

Trust, crowds and brand building with social media

People—all of us—will only buy when we feel sufficiently comfortable. We need a level of confidence in the value we think we’ll get. 

Brands are a way to associate levels of value that we think products or companies hold for us. This ‘brand perception’ may come from our direct experience or have been communicated through sources we find credible. 

Brand Activation for Markets that Don’t Stand Still

Most marketers are using digital content and social media. But they often approach these channels as new electronic versions of traditional mass media communications. That means they’re missing out on some of the biggest opportunities that the web and social media can create for their brands. Worse, their reputations are at risk of being overrun by the transparency, speed and reach available to customers for sharing their opinions and information.

Managing Brand Essence for Midmarket Companies

A brand embodies the meaning of a business, rolling up all its complexities into a clear expression. From the outside, this helps customers make sense of the company’s products and services. Internally, authentic brand meaning focuses the purpose and work for both business and consumer companies.

Defining and building a brand is difficult. The first hurdle is getting the organization to value the potential of their  brand and the importance of a dedicated brand management function to strengthen and build it.

Why are Brands Important for Midmarket Companies?

Healthcare Wakes Up to the Power of Marketing

A Conversation with Ben Hill, Director of Marketing, Northwestern Medicine 

A world of change

Spurred by a long and steady rise in cost, as well as extensive new policy and legislative requirements, healthcare is undergoing massive change. And these change dynamics are leading to innovation within healthcare provider systems, among physicians and administrators alike.

Consumers have choices

Midnight Lunch™ - Looking to Thomas Edison for Marketing Agility

Innovation is a sensitive process. Creating a hospitable climate for innovation is a leadership skill. In her newest book, Midnight Lunch, The Four Phases of Team Collaboration Success from Thomas Edison’s Lab, innovation expert Sarah Miller Caldicott peels back the study of successful innovation practices, to find what it takes to establish a culture and a process where the seeds of new possibility can sprout and grow.

The 4 Phases of Team Collaboration Success.


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