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Content Marketing is here to stay.  There is a broad and compelling consensus that content is the key to unlocking thought leadership, brand leadership, market leadership, and effective demand generation programs. In most B2B marketing approaches, this means blogs, e-books, white papers, case studies and compelling email and demand generation programs built around these. However …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …

Marketing modernization is allowing brands to connect with customers with more agility and scale than ever before. But to what end? With all this power and capability – from machine learning and data-driven decision-making, to personalized content experiences – marketers have had to rethink their engagement approach. They can no longer blast message after message into the …

Technology. It’s all around us. Here to (supposedly) make our lives better, both personally and professionally. Sometimes it does, and sometimes, let’s face it, it’s just a bad case of ‘shiny new thing syndrome.’ As we’ve been preparing the Technology Issue of Brand Quarterly, I’ve spent a lot of time considering what technology means to …

Why Customer Experience Is Essential To Track

For all organisations, monitoring the voice of customers is an essential, in order to improve operations and remain competitive. But are current methodologies and systems delivering what we need? Rita Tochner shares her thoughts on ensuring every customer’s unique voice is be heard.

Achieve-Global-Brand-Success-Through-Transcreation

Transcreation? Think of it as language translation on steroids! It’s all about re-creating a marketing message—and its central purpose is to preserve your core brand identity. Instead of merely translating words, you’re completely re-creating them for a new culture. Ensuring the essential emotive intent resonates with the people whose hearts you’re trying to capture.

Online Review Culture

One of the most fantastic things about the internet is the opportunity for people to self-publish and share their experiences and opinions. For businesses this means online reviews about their products, Tweets about queues in their stores or even a blog dedicated to their bad service. This review culture and greater transparency has changed the …

Conversation Capital: As Vital As Cash Flow

When we start our business we are so focused on raising the capital to get it going and cash flow to keep it going, in the same vein we should be looking at creating and continually building on our “conversation capital”. What is that? Some call it public relations, some strategic communications and some just …

How-To-Make-Your-Business-Profitable-By-The-Very-Next-Deposit

The formula for profitability has been established for ages. Every business owner, CEO, freelancer and entrepreneur knows it. It is even required, in the US by Generally Accepted Accounting Principles (GAAP), which in turn is enforced by the SEC in the United States and the International Accounting Standards Board internationally. Using GAAP or not, the fundamental …

Shape Your Marketing Strategy With A Marketing Audit

A very important step in shaping marketing strategy is to audit the marketing function and related strategy. Such auditing practices are not common to many organisations that decide on a marketing plan and budget without measuring the performance of their previous and current activities. Marketing accountability demands from marketers to be able to effectively measure …

Real Brand 'Management'

Manage Your People To Manage Your Brand. In past articles, I have talked about giving meaning to your Brand through customer services, hiring the right people and using quality as the base. Perhaps the biggest step after this is to manage your greatest resource – your people. Remember a Brand isn’t just a logo. It …

Social-Media-Networking-for-Sales-Results

Social media is driving a wave of human interaction around the world and its use in the workplace has become an important topic of discussion among companies.  No one questions the rapid growth of social media and its potential impact on the customer experience, but many organizations still struggle with allowing employees to engage on …

How To Use Storytelling In Your Content Marketing Program

A few months ago, I wrote an article about storytelling’s newfound renaissance. It seems to me that the term “storytelling” gets thrown around in marketing departments without much thought to what it truly means. I worry that storytelling will become a hackneyed term and lose its impact. If storytelling is the new black, how can a marketer …

The Buck Stops Here

The Buck Stops Here. If you listen to most franchisors there’s a simple answer – the franchisee. It’s obvious that’s what they’re here to do. It’s the franchisee’s business so it’s up to them to drive it, grow it and make their fortune. But I wonder if this is just too easy an answer so …

Global-and-Local-Getting-it-right

While much of the customer experience is local, people and information easily cross borders. A billboard might be stationary, but a cellphone photo of it can travel the world. Read how Microsoft adapt their products and marketing to get it right on both the global and local level.

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