I’ve written before that employees are your best brand ambassadors. To protect your brand, every employee needs to represent your brand consistently. And that means every customer should have a great experience every time they interact with your brand. I was recently in the hospital, and while I know every medical professional has their own …
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Do salespeople buy into your marketing strategy? How about the scientists and engineers in research and development (R&D)? And do you find support from executives in the C-suite? Weak internal buy-in is a common obstacle to B2B marketing success. Here’s how to fix that. How B2B marketers can improve the odds To clear the path …
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Whether you’re participating in a news media interview, giving a presentation, or simply sitting in a meeting, there’s always a chance you will get hard questions. How you answer can affect how your audience hears and perceives you. Most of us use some type of stalling technique when we’re asked hard questions. Common techniques include …
At a conference I attended last week, I paid close attention to all the presenters and the audience’s reactions. Some of the presenters engaged the audience and clearly captured their attention. Here’s what I noticed about those speakers: They used the word “you” frequently, so the audience knew the content was about them. They had …
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In commodity markets, multiple vendors sell exactly the same things. But not all brands are equally successful. How come? What factors drive customers’ preferences in commodity markets? How does a successful brand differentiate itself from all the others? In a visit to a street market in Sommières, France, I noted two vendors selling olives, sun-dried …
Are you busy? I’m busy. Almost everyone I know is busy. As busy people, we don’t have the time or patience for long-winded speakers. In every meeting I attend, I hope the speakers will be concise. Yet most of them aren’t. Many of them take 5-6 sentences to state what could be explained in 1 …