A couple of weeks ago I started a blog post series on how to scale-up your brand. Today I’m going to discuss five critical dimensions of brand power. These dimensions indicate the strength of your brand to establish and maintain competitive advantage, command a price premium, and win customers’ loyalty. They provide a simple way […]
A brand touchpoint is any way a person in the marketplace interacts with your brand — so practically every brand has hundreds of touchpoints and each plays a role in shaping brand perceptions. So we must consider brand touchpoint design and management critical to building a strong, valuable brand. This month’s roundup of content I’ve read covers […]
Is content marketing is dead? This question was on many people’s minds at the Social Media Marketing World 2016 conference (#SMMW16) a few weeks ago. Although the vast majority of speakers at the event made it clear that we’re nowhere near the death of content marketing, concern is understandable. More content is being produced now […]
A few weeks ago I had the opportunity to do a joint webinar with Dom Goodrum, VP Design and Employee Experience, at Percolate. The topic was “Beyond Branding: Designing Brilliant Customer Experiences.” I ended up learning quite a bit from Dom as we prepared for and delivered the webinar and wanted to highlight a few […]
In preparing for a talk to a group of customer contact center managers, I’ve come to the conclusion that customer service ain’t what it used to be. There is a brand of new customer service in play today. Time was, customer service was a post-purchase business function aimed at fixing customers problems. The ultimate goal […]
Last week over 3,000 people gathered to discuss the current, the future, the potential, the challenges, the opportunities, the successes, the failures, the tools, the strategies, the methods, the people, the power, and the beauty of social media and social media marketing. Here are the Social Media Marketing World 2016 top 20 takeaways from Guy Kawasaki, Gary Vaynerchuk, […]
I originally wrote this piece for the Harvard Business Review. It was published on HRB.org on March 28, 2014. As a member of a start-up advisory program, I regularly hear pitches from aspiring technology entrepreneurs. My job is to sort out the companies with potential from those that need to go back to the drawing […]
I was captivated by the big game tonight. I’m not talking about the one played on the football field during Super Bowl 50. I was much more interested in the game that advertisers were playing — the one where celebrities, animals, and jokes were the players; 117 million or so viewers acted as the referees; and […]
The start of a new year provides an excellent opportunity to reconsider old ways and adopt new practices. With that in mind, I’d like to suggest three new rules of customer engagement in 2016 for marketers. […]
What do Mitch Joel, Mark Di Somma, Adam Toporek, Jeannie Walters, Mike Wittenstein, and yours truly have to say about customer experience and brand-building? Check out this slideshare of quotes, Great Brands Create Extraordinary Experiences. These nuggets of wisdom are culled from a series of interviews I had with business thought-leaders about my new book, Extraordinary Experiences: […]