Internal Branding
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May 2, 2012
One of the challenges associated with operating a consulting firm in a mid-sized market is that people start to learn your schtick. And occasionally, when we're out on the town, someone will walk up to us and ask, with a grin, "Do I really need a brand management strategy?" So, to simplify the answer as much as possible, we've put together a little decision tree, which we encourage you to download and keep handy.
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May 2, 2012
One of the challenges associated with operating a consulting firm in a mid-sized market is that people start to learn your schtick. And occasionally, when we're out on the town, someone will walk up to us and ask, with a grin, "Do I really need a brand management strategy?" So, to simplify the answer as much as possible, we've put together a little decision tree, which we encourage you to download and keep handy.
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March 6, 2012
Brand loyalty isn’t lost. It’s hiding. What’s more, it’s being smothered under layers of bad service, false promises, and corporate arrogance. If you’re serious about rediscovering brand loyalty...
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February 7, 2012
When was the last time you actually walked in to your bank branch? Something has changed. And it feels a little creepy...
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January 17, 2012
In the movie Field of Dreams, Iowan farmer Ray Kinsella (played by Kevin Costner) builds a baseball field on a whispered promise, “If you build it, they will come.” Many entrepreneurs believe brand and revenue work the same way. But building an enduring brand is a complex journey along a multi-phased continuum...
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December 13, 2011
Let’s call it the “you-had-to-be-there” factor. It should be the difference between attending a live presentation and simply being handed a document to read. But unfortunately, for just about every business presentation, there is no difference. And that’s a problem...
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November 1, 2011
If we have a mantra at MarketPoint, it’s this: In order for a brand to succeed, it has to be authentic, transaction-worthy and sustainable. By “authentic,” we mean the brand must be consistent with the values, the purpose, and actions of the organization. “Transaction-worthy,” of course, implies that the brand must offer genuine value in context of the market’s needs and desires. And “sustainability” requires that the organization is committed to delivering on the brand promise at every touch-point in the customer experience. To accomplish all of this, organizations must often undergo a cultural transformation...
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September 6, 2011
Too often, well-crafted messages fall short of their targets, and otherwise highly skilled executives struggle through presentations to clients, to associates, to the general public, and even to the press. From the most humble companies to multi-national corporations with robust communications departments, many companies' executives simply lack the fundamental skills to persuade – a challenge for which PowerPoint presentations simply aren’t enough...