In my digital world, it’s a relief to hear someone talk about the brand; the essential idea that brings people to the door wanting more. Sound too fluffy for you?
It shouldn’t.
In my digital world, it’s a relief to hear someone talk about the brand; the essential idea that brings people to the door wanting more. Sound too fluffy for you?
It shouldn’t.
A recent referral found an old New York Times article that featured work we did on a city-wide domestic violence awareness campaign at Y&R.
Guess what I was talking about, even way back then? Yep. Strategy and customer insights. At least I’m consistent!
The underlying thread of the StoryBrand framework is to "clarify your message" and create content that compels your audience to take action--instead of wasting time and money on unclear messaging that falls flat.
Seems like a universal goal for all sizes and types of companies, yet I’ve heard from many that StoryBrand is just appropriate for small companies.
We made it... Q4. Next-year planning is ramping up and 2020 budget discussions will soon take place (if there aren't already rumblings). To avoid getting trapped in a situation where you're constantly having to arm wrestle for a fair share of marketing allocations, you can test some interim ideas now to support your future recommendations.
In my blog last week, I referenced that I believe I’m becoming a “real, human marketer.” What I meant by that is that I’ve started to look at everything from a marketing, branding, customer journey, and customer experience perspective. I would not go so far as to say “the student has become the master” (I still have a lot to learn), but it’s actually quite fascinating to observe the world in this new(ish) light.
One thing I’ve observed is that brands who “do it right” share this defining characteristic: They really take care of their customers.
No whining. You know it’s true. Sometimes fast and cheap is just what you need. Sometimes only fabulous and fast will do; cost is no matter.
How to decide?
My childhood memories include a myriad of wisdom from my parents. My mom delivered these nuggets through dichos y refranes, the popular sayings and proverbs she learned as a child. My father imparted wisdom more directly, in plain Spanish, without much flourish. One of my favorites came to mind recently:
In last week's blog, my colleague, Bari, explained her time-tested (and mom-approved) approach to prioritization, which focuses on a perceived short-term, mid-term, and long-term view of tasks, actions, and goals. It's a helpful strategy for both the big picture of things and the everyday minutiae.
If you’re someone who needs a more concrete prioritization methodology, there’s a fairly simple step-by-step process that can help you identify, rank, and assign importance. While dollar signs often dictate prioritization, this formulaic approach takes a combination of factors into consideration. You might find that cost isn’t the be-all end-all.
So, how do you set your priorities when they’re too close to call?
I do a lot of research when writing content for clients. Recently, I ran across a link that seemed it would be largely supportive of one of my blog assignments. It was a gated article, which is fine—I don’t mind filling out a form.
Last week’s biz buzz included a debate on whether or not Kylie Jenner is truly the youngest “self-made” billionaire. As part of the Kardashian empire, commentators on either side questioned whether Kylie’s fame and fortune prior to starting her makeup line excludes her from the self-made designation.
Skeptics would say she had plenty of support and thus doesn’t deserve the title. Supporters would say she used her own money to start the company and the success that followed was very much in her control.
