The Meaning Behind Customer Engagement What do customer engagement and employee engagement have in common? And why does it matter? Hint: The relationship between these three things will help senior managers make a cognitive connection between “the soft stuff” or business intangibles, and hard tangible results like revenue and profits. No matter what school
Learn MoreLeadership Platform 2.0: Fostering Customer-Centric Leadership “The purpose of business is to create a customer.” -Peter Drucker, Principles of Management (1954) Recently a colleague of mine brought to my attention a fascinating article called “The Age of Customer Capitalism” (http://www.docin.com/p-44580712.html or http://hbr.org/2010/01/the-age-of-customer-capitalism/ar/1) written by...
Learn MoreCorporate Swagger - It's More Important Than You Would Think “We have lost our swagger.” This was the response from a CEO of one of our clients as we were discussing his perspective on why their once powerful brand had waned. I followed up by asking him, “How has that loss of swagger manifested itself
Learn MoreIn Professional Services Two Strong Brands Equal One Stronger Brand In the professional services category, which brand is more important? Is it the personal brand of the associate or the brand of the firm? The simple answer is both because they both represent important relationship connections with a client. The challenge is in the relative
Learn MoreHow Well is Your Company Leveraging the Modern Brand Portfolio? What do you do when your company’s product just got leapfrogged by your nearest competitor? Not long ago I was asked by a senior executive to speak to the company’s 700+ salespeople who were being challenged to sell against a competitor that just announced a
Learn MoreWhen Can a Strong Personal Brand Become a Limitation? Believe it or not there are a number of situations where having a strong brand can adversely impact an individual or an organization. I was reminded of such a situation recently while enjoying a conversation over dinner with friends of mine. One of the friends (let’s
Learn MoreEmotional Connection - Inside and Outside Developing a strong brand is about creating an emotional connection with a consumer. Right? This brand axiom seems to be the first lesson that marketing professionals learn. How to get there and how you know when you arrive at that coveted relationship status is a whole other topic. To
Learn MoreMaking the Right Connections Can Create a Whole New Perspective About Brand Recently I received a Holiday card from a friend and colleague of mine in Spain, a connection I made over 10 years ago. Her card led me through a series of digital connections and I discovered an interesting blog that got me thinking
Learn MoreFrom Icon to Involvement In the best of cases a new corporate identity enhances the market’s perception of the organization and is a boost to employees’ belief in the company’s culture. It’s time to put the focus of identity back into corporate identity. There is an emerging opportunity to use the launch of a new
Learn MoreLong Term Care Learns About its Brand Recently I was asked to lead a panel to share best practices for building a strong brand in the long-term care and affordable housing category at a national event hosted by Leading Age, the leader and advocate for the industry. The dialogue was preceded by the presentation of
Learn MoreCan NPS and IBB Deliver Higher Customer KPI? Want to become brand of choice? Who doesn’t? It’s not easy, but developing a strategy doesn’t have to be complicated. Making concepts like becoming brand of choice simpler and more pragmatic empowers more people to use them to their benefit. Robust, fact-based discussions using simple well-understood concepts
Learn MoreWant to Become the Brand of Choice? Pick Two! Want to become brand of choice? Who doesn’t? It’s not easy, but developing a strategy doesn’t have to be complicated. Making concepts like becoming brand of choice simpler and more pragmatic empowers more people to use them to their benefit. Robust, fact-based discussions using simple well-understood
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