There has to be more than just sensationalism. More than just shocking someone into paying attention. There has to be meaning if we want people to care.
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We're learning a lot about how humans make decisions thanks to research from the rational worlds of behavioral economics, psychology, and even neuroscience.
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We all have our favorite brand or brands. They are the ones that have the ability to connect with us. What is it that they do that builds that connection?
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We get really stoked when we feel like what we are doing is making the world a little better place. That's what brand purpose can do.
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So-called brand "gurus" cause the world to think that working with brand consultants is a crap-shoot at best. We all deserve a better brand process.
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Start simple, learn, and iterate. This is the modern marketing mantra.
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Acting on your purpose means delivering on the promise that your brand sets forth.
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While we’re throwing out advertising, let's be careful not to throw out what people really want. That’s a big idea.
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What do your prospects and customers want? It changes. Customer journey mapping helps you answer the question no matter where they are along the path.
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So you’ve converted that prospect into a customer. Congratulations! Now what? Well, it’s time to move to Step 5 of the customer journey mapping process.
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We’ve come to the point in the customer journey mapping where your prospects are ready to commit. They just need to validate or confirm the decision.
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At Step 3 of the customer journey mapping process, prospects want to weigh the options so they feel like they can make the very best choice.
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In Step 2 of customer journey mapping, your potential customers start to search for ways to solve a problem or take advantage of an opportunity.
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Through customer journey mapping, you create a guide for how, when, and where to engage with your potential customers.
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One person can tell us how we should think about our brand – your customer. Your brand is your customer experience.
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We need something that is stickier. Something that withstands the onslaught of the latest thing vying for our prospect’s attention. Something that has staying power.
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It’s no longer enough to talk about your products and services. Today, people yearn for more. Find the Big Audacious Meaning in your brand.
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Branding is way more powerful than a color. Or a typeface. Or a tagline. Branding is your entire organization as seen through the eyes of the world.
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We need a reason to care before we want the details of the offer. So lay off the feature-driven branding.
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I’m going to give away a huge secret of a successful sales and marketing alignment effort. Sales doesn’t get to be right. Marketing doesn’t get to be right.
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