Brand Exposure

N2Growth Blog

Have you figured out how to apply the laws of scarcity to brand management? While a brand without exposure is not much of a brand, I consistently find that brand exposure is an aspect of brand management that is all too often overlooked as a success metric. Whether you’re assessing the strength of a personal or corporate brand, finding the appropriate level of brand exposure is key to sustainable growth in brand equity.

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How to Build and Repair Your Reputation

Skip Prichard

Do you consider your personal brand ? Building something as important as your personal brand and reputation requires the same attention you would give any crucial career asset.” Authentic personal brands have almost a magical quality to them.”


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5 Pitfalls of Marketing Waterfalls

Strategy Driven

As data-driven marketers are taking full advantage of collecting, organizing, and analyzing demand management, many are adopting the classic marketing waterfall model from leading experts such as Sirius Decisions. I am first to applaud marketers who essentially created a grassroots adoption effort to create a quasi-standard for taxonomy, nomenclature, definitions, and a weighted value across the marketing waterfall. One marketing waterfall view has become a catchall.

The Marketing Strategy: What You REALLY Need To Know

Strategy Driven

Your business thrives on how effective its marketing strategy is. Marketing is a concept that can almost consume a business that hasn’t got its strategy in order. Most businesses place a vast proportion of their budget towards marketing and its various sub-categories. Think Of The Image And The Brand. With any advertising campaign, the talk is generally geared towards two things, the image and the brand. The brand is, in essence, the personality.

The Metaverse and the Future of Video Production Content

Strategy Driven

Not only are the metaverse and technology advancements transforming the film industry, it is also affecting the process of video production capabilities for businesses and their marketing processes. create immersive experiences for product launches or brand activations.

Video 100

What Marketers Should Know About Personality-Based Marketing

Harvard Business

Communicators and marketers can now adopt a personalized approach to their work, ideally one based on behavioral science. But the execution lags behind the science while the claims of some marketers as to what personality marketing can do far exceed it. Moreover, public controversies like the Facebook and Cambridge Analytica story threaten personality marketing’s potential before it has really matured. We believe that includes personality marketing.

Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

In the CEO Afterlife

Years later, it took on bigger players by introducing new innovative packaging to the market, and subsequently carving out a double-digit share when few thought it could be done. Speciality coffee shops are competing with retail brands for consumers’ attention in the grocery aisle, new coffee formats are being introduced (such as single-cup brewing systems), and U.S. competitors are entering the market. The Vancouver-born brand wasn’t always just premium roast coffee beans.

The Big Picture of Business – The Realities of Branding… Slogans that Mislead

Strategy Driven

This is not written to take swipes at responsible branding, marketing and advertising. Branding is a sub-set of marketing, which is a sub-sub-set of corporate strategy. Cause-related marketing materials. Companies put too much of their public persona in the hands of marketers and should examine more closely the distorted messages and partial images which they put into the cyberspace. My analysis: The Internet is a vehicle for sales and marketing.

Brand 50

The Power of an Enemy

In the CEO Afterlife

Admonished by my mother and father for unsportsmanlike behavior, I eventually matured and forged a stiff upper lip in defeat. For most of my career, I operated within intensely competitive arenas where fractions of market share points were worth millions of dollars. Your success or failure can be quantified by such measurements as market share, financial ratios, brand awareness, new products and deadlines. Today, RIM struggles to maintain 5% of the market.

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To Regain Consumers? Trust, Marketers Need Transparent Data Practices

Harvard Business

New digital business models have flipped the customer-brand relationship on its head. Instead, brands come to us. No one likes to feel as if they’re being watched, yet with technology continuing to mature, we have found ourselves entrenched in a marketing machine that has become far too intimate for anyone’s liking. The power of digital is so great that brands have started to abuse it. Data-Driven Marketing. MirageC/Getty Images.

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How Mature is Your Risk Management?

Harvard Business Review

But what about the more strategic risk areas, such as those related to emerging market entry or acquisition growth strategies? What about the risks that could affect the financial performance (or even the very survival) of the enterprise—risks like brand degradation or product relevance? What does maturity look like in practice? Companies in the top 20% of risk maturity generated three times the level of EBITDA as those in the bottom 20%.

Why Businesses Must Think Beyond Shareholders

Skip Prichard

Never in the history have so many technologies matured at the same time from social, mobile, cloud, artificial intelligence, sensors, quantum computing, and more. We need to rethink the nature of capitalism, the role of the firm in society and the role of brands in consumers’ daily life.

Tips On Honing A Culture Of Winning Through Focus by Martin Zwilling

In the CEO Afterlife

Intuitively, many entrepreneurs and businesses believe that the key to faster growth and success is more products, features, and markets. Later, after that initial success builds resources, and your penetration of the target market approaches 30 percent, it’s time to expand your horizons and make anticipatory changes to your focus. All entrepreneurs must succeed first as specialists, using pivots as required to zero in on the real and current market.

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How a Start-Up Can Succeed in a Mature Category

Harvard Business Review

Soda, or Carbonated Soft Drinks (CSD), is dominated by huge multinationals like Coca Cola — only the most recognized consumer brand in the world. Their distribution systems make CSD items available in virtually every retail format, in every country in the world, and have cost efficiencies that emerging brands cannot achieve. With this backdrop, it''s clear why very few new CSD brands have achieved success in the last twenty years.

The Best Marketing Strategies That Every Startup Should Consider

Strategy Driven

Given this, the one aspect where startups get trumped by big corporations is marketing. Unable to spend as affluently as the big companies, their product/services hardly get any recognition in the vast market. To rise up from this major problem, here are some of the vital marketing strategies that every startup should consider. For the first one to two years, the marketing strategy should be as basic and primary as this. Going for content marketing.

Why Marketers Want to Make You Cry

Harvard Business Review

Marketers are getting increasingly sophisticated at tapping into those strong emotions, and they don’t need a full-length feature film to do it. So how do marketers go from 0 to tears in 30 seconds? The difference between any particularly emotional story and a good marketing story is that a marketing story has a purpose. Ask yourself, “What is the objective of the brand story?” Maybe it is simply to bring the brand’s personality to life. “Hey – Dad?

Now is The Time to Monetize Yourself with a Vlog!

Strategy Driven

Product placement or recommendations in videos for affiliate marketing partners. Vimeo – grow your business with video creation, hosting, and marketing tools. Clearly define your niche and target market. That demographic sliver of the world’s web traffic is your target market.

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What Data-Obsessed Marketers Don’t Understand

Harvard Business Review

Big data has become the X factor of modern marketing, the hero of every marketer’s story. You may be thinking that data will magically turn bush-league marketing into a winning “Moneyball” performance. Data, alone, isn’t what makes marketing move the needle for business. That’s why we believe today’s data-obsessed marketers are at risk of cultivating only half a brain. The goal is to help marketers find balance.

Innovate Forward

Leading Blog

Six powerful new technologies, all reaching maturity simultaneously in the early 2020s, will each act like a new color in the palette of creators, designers, and innovators. Expect blockchain to underpin brand-oriented supply chains that give brands more control over their suppliers.

Guest Post: 3 Steps to Magnetic Leadership

Lead on Purpose

My largest client is in the apparel industry with a multiplicity of brand names. Instead, product and brand managers are organized into coalitions that serve as a resource one to another. Through your own personal development and maturity you can offer your own experience as the playing field upon which successful outcomes occur. Leadership Product Management / Marketing authenticity product vision transparencyBy Alan E. Shelton.

The Law of Reciprocity

Coaching Tip

Baker says that, "Many people conceive of their business dealings as spot market exchanges--value given for value received, period. Scale it when you find a new business that is Desirable, Viable, and Ownable (you know how to win when the market matures). Transparency will be required, while control of your own brand story will be increasingly difficult. Cialdini spot market Wayne Baker William Morrow Are you putting the Law of Reciprocity to work for you?

Tips 101

Marketers, Let Your Egos Go

Harvard Business Review

For senior marketers, it is a very humbling thought. What if your ideas, your thoughts and even your experience as a trained marketing professional didn''t amount to a hill of beans in terms of the brand''s actual advertising performance? What if, in short, what your company really needs is not a marketer, but a data scientist ? What we can''t deny is that technology is now penetrating the marketing industry like never before. Advertising Marketing Technology

Should Marketing or R&D Have More Power?

Harvard Business Review

R&D and marketing typically come at product development from different angles, and R&D’s “things” approach is often at odds with marketing’s “people” focus. In companies where R&D is very powerful, marketers can sometimes be heard complaining about products that are hard to understand and use. Where marketing is more in charge, R&D’s complaints tend to be about a lack of imagination, of too many incremental innovations. Marketing

Too Many Marketing Teams Are Stuck in the Past

Harvard Business Review

Many marketing organizations are still operating like it’s the 1990s — or even earlier. Duplicative marketing teams exist within the same company across multiple product lines. Digital marketing teams are centralized yet isolated from the broader organization. Marketing groups are splintered into communications, consumer marketing, brand marketing, and digital marketing units with no common thread in strategy and execution.

How to make sales calls on social media. Kind of.

Strategy Driven

I have a business brand, a personal brand, and a social brand. All of which are mature. MY MARKETING MANTRA IS THE CORE OF MY SOCIAL EFFORT: I put myself in front of people that can say ‘yes’ to me and I deliver value first. Long before social media, or as I prefer to refer to it business social media, my marketing mantra was the hallmark of my sales success.

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Why Strong Customer Relationships Trump Powerful Brands

Harvard Business Review

Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will therefore become less relevant. Others have prophesied an increasing importance of brand as a simple way to evaluate choices in an era of information overkill.

James Bond, Dunder Mifflin, and the Future of Product Placement

Harvard Business

This is a fundamental shift not only for the TV channels, which will have to completely rethink their revenue model, but also for brands, which find it incredibly, and increasingly, difficult to capture the attention of empowered, impatient consumers. product placement market grew by 12.8% The trouble is that the huge success of product placement is causing a dip in its credibility and effectiveness as a marketing channel. This leaves marketers scratching their heads.

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Leadership Begins With Humility

Tanveer Naseer

For institutions, determining Point A is not much different; it is making an assessment and taking an inventory of its strengths and weaknesses, including its competitive advantages and intelligence, and then determining the nature of its market and its market position. If we cannot articulate our vision in ten words or less, then we lack clarity in what we want; it cannot be branded, and people cannot relate to it.

Brilliant Boutique: 10 Keys To Lasting Small Business Success

Terry Starbucker

Pick the right target demo in a crowded market. They can’t shop in the mall – where there’s all teen and mature stores. And, the product is a local brand ( Sock it to Me ). Now, when we go to markets, there are specific names that come to mind as we look at clothes. A ton of marketing spend isn’t the key (and social media works). We’ve done minimal marketing – just $2,500 in 10 years. Connect the brand to YOU.

We Asked, Marketing Execs Answered: If You Could Solve One Challenge in the Advertising Business, What Would It Be?

Harvard Business Review

The creation of a successful advertising or marketing campaign requires a tricky formula. Read on for their answers: Christa Carone - Chief Marketing Officer, Xerox Corporation. The challenge we're seeing is that "paid" is no longer the hero in the marketing mix. To really engage in conversations with stakeholders, brands are developing and curating quality content that cuts through the clutter. Brands like ours need highly creative content — lots of it.

Disruptive Business Models | N2Growth Blog

N2Growth Blog

While much has been written about corporate vision, mission, process, leadership, strategy, branding and a variety of other business practices, it is the engineering of these practices to be disruptive that maximizes opportunities. “Me Too&# companies fight to eek out market share in an attempt to survive, while disruptive companies become category dominant brands insuring sustainability. When was the last time you entered a new market?

The Eight Phases of Brand Love

Harvard Business Review

We don’t just consume or interact with brands. Where is your brand in its relationship with the consumer? Let’s briefly look at each stage: Know yourself - The consumer relationship starts with the brand. Before you even meet the consumer, you must fully understand your brand. If you don’t know who you are as a brand, and what makes you different, better, and special, how do you expect a consumer to? With consumers and brands, it is no different.

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How to Maximize Your Small Business Success

Strategy Driven

However, with the right planning towards optimal efficiency, you’ll be able to turn your small business into a profitable and risk-free enterprise that’s based on savvy decision-making and mature financial planning. Marketing. To increase your visibility and draw in more customers, it’s therefore a crucial part of a small business’s strategy to plan marketing campaigns aimed at encouraging repeat customers and enticing new clients.

Is Blogging Dead?

N2Growth Blog

” If you read this article it would lead you to believe blogging is in decline and on it’s way out as a marketing tool. When a new industry surfaces, the early adopters (first-movers) set-up shop, validate proof of concept, carve out their niche, and build very strong, if not in some cases, category dominant brands. To extend marketing efforts. To create added personal or corporate brand equity. By Mike Myatt , Chief Strategy Officer, N2growth.

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The New Roadmap For Entrepreneurial Success

Eric Jacobson

Prior industry experience is very important for entrepreneurs targeting some markets, but less important for other markets. If you launch a beverage brand or a fashion apparel company, industry experience is super valuable.

Learning & Development’s Role in Operational Efficiencies in 2022

HR Digest

The labor market is skewed in favor of the employee. Companies are very aware of their brand image as employers. Creating a positive image to attract prospective talent is a part of advertising, marketing, and social media promotions.

Rethinking Good To Great

N2Growth Blog

But when theories are marketed as fact, I begin to lose patience rather quickly. However when one expands the window of time under which static data is observed, and the static data has to withstand the test of time as it becomes subject to the fluidity of changing markets, and the results are rarely as constant as many authors would have you believe. Fortune 500 companies are mature, well branded, well capitalized, already successful companies.

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Leadership Lessons from the Banking Upheaval

Great Leadership By Dan

In mature markets, banks are rushing to play catch up with this kind of mobile service before smart new competitors outwit them. Claiming 37,000 customers to date, Betterment is proof that customers will happily move their money to the easier, cheaper place even if it lacks the kudos of an established brand. Guest post from Jean-Marc Laouchez , Hay Group: “Banking is no longer somewhere that you go, it’s something that you do.” - Brett King, Banking 3.0.

Interview: Rebel Brown

N2Growth Blog

Rebel Brown : I’ve been a consultant for over 20 years now, focused on helping international clients in areas of business and market strategy, positioning and market launches. Rebel Brown : I began to realize that regardless of my client’s size or market focus, from early stage to small business to enterprise, I was constantly having to deal with the same challenges in thinking and planning, before we could focus on the project objectives.

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Leveraging Down for CEOs | N2Growth Blog

N2Growth Blog

The number of activities a CEO takes on can certainly vary based upon skill sets, stage of corporate maturation, and the talent level of the rest of the executive team. That said, it is nonetheless safe to say that CEOs who find a way to focus their efforts on values, vision, mission, strategy, team building, innovation, networking, and branding will be the CEOs who achieve the highest and most sustainable levels of success.

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How GE Built an Innovation Lab to Rapidly Prototype Appliances

Harvard Business

Career advancement in mature companies usually demands avoiding conspicuous failures, while entrepreneurs must fail repeatedly to get ahead. As a free-standing enterprise operating under its own brand, FirstBuild is decidedly not another attempt to transform a traditional company’s corporate culture. Because FirstBuild is open, it must be quick to act on its ideas, lest someone else take them to market.

Leadership & Emotional Control | N2Growth Blog

N2Growth Blog

Twitter Marketing [link] mikemyatt Perhaps in some cases, but not in every instance…This is a very fluid topic that is heavily influenced by individual personalities, environmental context, and situational nuances. He is extremely mature emotionally and described his ability to separate from the emotions of a situation.

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Revealing The New Realities Of Employee Engagement

Tanveer Naseer

To respond, you need to develop and reinforce strong employer brands, showcasing the unique attractions of working for your organization. The following is a guest piece by Mark Royal. Leaders already know that keeping their teams motivated, engaged and driven to succeed is a demanding task in itself. But in today’s world it’s even harder, because leaders have to keep their people engaged while responding to huge, disruptive changes in how we work and what we care about in the workplace.