In B2B marketing, we're often supporting business development funnels. Basically, we're sending traffic to sales. Those are different from B2C funnels in that we're not...
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Think Like the Brand You Are
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Can Authentic Brands Be Canceled?
Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a logical, highly relevant follow-up question....
Don’t Improve Your Marketing Processes (Let Your Team Do It)
With the right marketing team, and clear process improvement objectives, you can change the entire culture of your organization and get a ton done…if you know how to...
To Build an Enduring B2B Brand, Start Small
A strong, healthy B2B brand builds a community. If a B2B brand is serving customers well and consistently, and guiding its employees with a strong vision, then its...
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3 Reasons Building Your Brand Personality Wastes Your Money
People hate companies, but they like other people. Many companies focus on competence or low price, but people want to do business with other people. Still, with all of...
Get Practical about Values
Listing a set of values is pretty easy. But if you don’t allow yourself and your staff the time and energy to build your values into a culture, the values will never...
Live your values. Even on a Tuesday
When the mountain-top experience is over, and the hard work begins, what do your values look like? This is the real test. What do your brand values look like when...
3 Ways Brand Values Build Your Business
In the ‘90’s, we talked a lot about whether or not character matters. If you’re wondering, your values are the most real thing in the world, informing how you live out...
5 Reasons Your Brand Story Isn’t Gaining You Customers
You can’t deny that the brand story is all the rage with companies these days. Pop open forbes.com or Inc.com and you’ll likely see at least one article on the homepage...
Protip: Find Your Brand’s Enemy
When you identify your enemy, you give everyone inside and outside your company a shorthand by which to understand and describe who you are, your values and what you...
No Brand Can Be Everything
Brands fail when they try to be everything. And even though we can easily tell the difference between brands that know who they are and brands that don’t, developing...
4 Practical Steps for Delegating Content Strategy
Every company needs a media plan to coordinate your efforts and reduce wasted motion. And if you have a budget and no time, it might be time to delegate your media...
Kill Budget Vagueness in 5 Steps
It’s always the stupid stuff that stalls progress, especially when you’re managing the creation of a new media plan from scratch. And one of the quickest ways to cross...