How is the world broken? – B2B Storytelling 101
Want to hear bad B2B storytelling? Go to a networking event. At nearly every one, there’s that guy or woman who will start talking about
January 9, 2019
Want to hear bad B2B storytelling? Go to a networking event. At nearly every one, there’s that guy or woman who will start talking about
The last couple of weeks we’ve focused on the importance of brand values, and what we call the Five Fundamental Human Values that provide a
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
David Lazarus of the LA Times recently derided the idea that corporations should operate based on a set of core values. He writes, “This kabuki
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 so, we are now called The Fundamental Group. It’s a more accurate reflection of who we are and what we love to do. And it’s a lot easier to say than Lazaroff Dundore & Associates. It’s been a long time coming.
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.
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.
We have been asked by several clients to help them with mission statements over the years, and we’ve come to the conclusion that it’s time to put the mission statement as we know it out of commission. Today’s businesses need something that’s simpler and more compelling. Here’s why:
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,