Values to power brand positioning – and more.

In our last post, we talked about the importance of values for businesses. Strong values create the foundation for a company’s purpose, brand positioning, product strategy, and culture. Identifying and communicating those values to your customers, employees and other constituents can have a galvanizing, energizing effect on businesses. In Jim Stengel’s excellent book GROW, he…

Are you positioned like Chindogu?

I was recently reminded of a hilarious phenomenon that started in Japan known as Chindogu. These are product inventions that are bizarre, hard to understand, and of very little utility. One key to Chindogu is that they are “un-useless” – there is some value they provide – however marginal, and even if realizing this value…

The Trouble with Facts

Were you Yanny or Laurel? Unless you’ve been under a rock, you’ve encountered the aural conundrum in the last week or two. (For the record, I was adamantly Laurel, but my kids were firm Yannies) This viral controversy is a metaphor for marketers. What we think are facts really aren’t facts. We have to be careful how we use them.

Inspire Your Organization with a Brand Principle Statement

In my last post I talked about why Mission Statements are diminishing in value, and offered an alternative – something we call the Brand Principle Statement (BPS).  The BPS crystallizes the reason for your organization’s existence into a simple statement that everyone can understand, and can serve as inspiration for your employees and customers.

Do I Even Know You?

  B2B marketing is all about the content today. Creating content that’s more relevant to prospects, that captures their imagination, provides a clear value proposition, and drives them to engage with your company. But research suggests that more than half of B2B marketing organizations admit they don’t truly understand their customers. Wait, what? WE know…

When Better Isn’t Better

Of course, your software is superior to the competition’s. It’s faster, more accurate, more comprehensive than anything else out there. It causes efficiencies, increases productivity. And so you shout it from the rooftops. You plaster it on your home page. Run lead gen campaigns that tout your big betterness. You talk about it with prospects. …