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Think Like Your Customer: 8 Cognitive Biases Every CEO Should Know
Human beings like to think we make decisions logically. But research in behavioral science and neuroscience tells a different story: up to 95% of decisions are made unconsciously, then justified rationally.
That’s where cognitive biases come in. These mental shortcuts help us process information quickly. They also deeply influence how we respond to marketing, pricing, and brand messaging.
What Can Chester Cheetah Tell You About Your Brand? Part Two
Fri, Aug 1, 2025 — We’ve already discussed how to define a brand in part one. Now, we are going to explore why the C-suite should care about its brand at all. It’s not just numbers, although that certainly is the end game. Remember that brand is the business. Like the business, brand is about being effective, meaning carving a position with a market that is highly productive financially and competitively, and efficient, meaning serving the market in as cost-efficient manner as possible. Brand helps maximize and expand return on investment.
What Can Chester Cheetah Tell You About Your Brand?
Fri, Jul 18, 2025 — Imagine an argument about whether Chester – yes, Chester of Cheetos fame – should be 2D or 3D. The debate raged in almost every corner of Frito-Lay headquarters at the time. There were strong opinions on both sides and an even more provocative discussion about the brand’s target audience. At the time, two of every three bags of Cheetos purchased were consumed by adults, not tweens and teens. So, the debate was fair, if inconvenient.
Employer and Market Branding: Building Synergy
Wed, Jun 5, 2024 — Decades of marketing best practices dictate that effective external branding is essential for connecting with customers, enticing prospects, and creating lasting brand affinity. While corporate and product branding is critical to business marketing, few companies extend the same urgency to employer branding.
The Power of a Positioning Statement for Growth in Small and Mid-Sized Businesses
Tue, May 7, 2024 — Many small and mid-market businesses find themselves at a growth impasse, not due to a lack of opportunity but because of misalignment across various functional areas. As a fractional Chief Marketing Officer (CMO), my role often involves diagnosing these misalignments and charting a course for renewed growth. One of the most effective tools I recommend is creating and utilizing a clear positioning statement.
Earn the Right to be Heard as a Brand
Thu, Apr 25, 2024 — How to Build Trust With Your Sales & Marketing Today’s business’ decision makers are savvy. They can sniff out inauthenticity a mile away. This means marketers have to put in the work to build rapport with a prospect and earn the right to be heard. So many brands jump into conversations and ask for something immediately. While you might get lucky now and then, more times than not, you will actually have to build trust and provide value before a true connection is even a consideration. Great marketing can help you do this!
Avoiding Random Acts of Marketing: Five Essential Strategies
Wed, Mar 20, 2024 — Ever wonder why some marketing initiatives crash and burn despite leadership oversight? The culprit often lurks in one fatal flaw: random acts of marketing. In this article, we delve into five indispensable strategies for dodging these missteps and the dire consequences that follow when marketing lacks a solid game plan.
How to Allocate Your Marketing Spend for Maximum Effect
Tue, Dec 19, 2023 — Article 6 of the 7-part series: Accelerating Growth In 2024 with Strategic Business Planning By: Scott Wright and Jack Bowen In a marketplace that's more competitive than ever, optimizing your marketing spend isn't just a best practice—it's a necessity for survival and accelerated growth. With shrinking resources and an ever-more diverse array of marketing platforms upon which to reach the customer, shooting arrows in the dark is no longer a viable marketing strategy.
5 Things You Should Know Before Spending on Marketing Execution
Thu, Nov 9, 2023 — Article 5 of the 7-part series: Accelerating Growth In 2024 with Strategic Business Planning By: Scott Wright and Jack Bowen If you have been under pressure to tighten your marketing budget this year, you’re not alone. According to a survey, B2B companies' marketing spending in 2023 increased by only 2.3%. This growth rate is lower than the 3.7% inflation rate, impacting businesses and individuals.