Growth Insights for CEOs

Shift Your Brand Perception – Tips for Getting Your Positioning to ‘Stick’

Posted by John Lenzen

After reading my previous posts, you’re almost on your way to productively and energetically leveraging your brand’s perception to drive company growth and profitability.  Our previous topics of focus covered the specific impact that brand perception can have on the bottom line, the need for clear positioning as the foundation for communicating about your company, and some keys to arming others with that positioning so they can get your story into the market.

Now, I’ll review the most important tips on what it takes to get your positioning to stick – to successfully change brand perception to accelerate growth and profitability.

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Shift Your Brand Perception – Rally Others to Tell Your Story

Posted by John Lenzen

After reading my previous posts, you’re almost on your way to productively and energetically leveraging your brand’s perception to drive company growth and profitability.  Our previous topics of focus covered the specific impact that brand perception can have on the bottom line and the need for clear positioning as the foundation for communicating about your company.

It’s now time to examine effective ways to arm others with that refined market positioning. By understanding your story, employees, customers and other influencers will help you communicate this information to your marketplace. This strategy takes some of the pressure off your sales team. It also makes it easier to proliferate your vision, as well as the value of your product and service offerings.

One of the biggest challenges small to mid-size companies face is promoting their company with limited resources.  Not everyone has massive advertising budgets to flood the market, so you need to work smarter to get the most out of your marketing spend.  One way to do that is to more effectively leverage your employee base and others who have influence in your industry.  It’s much more powerful when others can tell the story for you. 

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Shift Your Brand Perception - Start with Getting Your Positioning Right

Posted by John Lenzen

In my previous post, we reviewed how brand perception specifically impacts company growth and profitability. Now we’ll cover the keys to building the foundation for communicating about your company.  

When companies start out, they usually have a very clear understanding of who their customer is, the problem they are solving, and possibly, how they are different.  This is typically because they have a single product for a single market segment where they’ve achieved some level of success.   But over time, as companies and markets evolve:

  • The competition becomes more intense, either through matching capabilities, building new capabilities or new competitors appearing.
  • Customer needs and priorities change. What was important to a customer 3 years ago may not be as important today.
  • The company enters new market segments or geographies. There may be subtleties between industries, regions and countries in terms of priorities and pain points.
  • The company broadens its portfolio of offerings. As more products are developed and more problems addressed, there might be new buyers and other selling dynamics.
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Building a Long-Lasting Relationship Between Hispanic Consumers and Your Business

Posted by Adriana Lynch

When a business looks at how to approach the U.S. Hispanic consumer, it is quite easy for it to rely on commonly known facts: Family is important to them, their households are larger, and they over-index usage of mobile devices to gather information and shop online. Let’s not forget that they love soccer – and are deeply religious.

However, to develop the most meaningful connection, it’s essential to dig a little deeper than the obvious.  The same analytical rigor and behavioral curiosity we apply to our core US consumer (also known as the general population) needs to be involved in studying the Hispanic consumer and how they relate to your category. First, we’ll begin with an examination of the data, then uncover insights to understand what truly matters to this exquisite target.

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CEOs, Are You Confident in Your Marketing Team’s Ability to Drive Growth?

Posted by Brian Ricci

While most mid-sized companies have invested in dedicated, in-house marketing teams, many executives are not pleased with the return on investment. A survey conducted by The Fournaise Marketing Group revealed that 73 percent of CEOs believe their marketing team is not capable of generating enough growth. An astonishing 80 percent of the CEOs polled don’t trust their marketing teams. There is widespread concern that the marketing function is unable to deliver a positive ROI for the department’s spending. CEOs also doubt marketing’s ability to use data to make informed decisions. You may have some of the same concerns for your marketing organization.

Much has changed in marketing over the last several years, but its core purpose has stayed the same. The American Marketing Association defines marketing as the “activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Despite the challenges of an ambiguous and rapidly evolving business landscape, marketers must drive growth and prove their value to their company. This can be accomplished by focusing on marketing’s core responsibility: delivering value to customers and stakeholders.

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