All activities in support of formulating and communicating the value of the firm's offering to the target market in support of current and future sales.

the ceo magazine, branding,
Lesley Everett, Author, Corporate Brand Personality

Have you considered the benefit to your organisation if you were to increase your visibility and exposure to the outside world?  Imagine developing your personal brand to a level that makes you so marketable and of such high interest that the invites come flooding in for panel appearances, digital and broadcast media interviews and presentations. How would this make you feel?

Forget all the blather about how companies love their customers. It’s just talk. I’m convinced that 90 out of 100 organizations simply tolerate customers. Their customers represent only a means to profit, and that message comes through loud and clear to those callers all too often.

Five recent examples from my own experience illustrate the point all too well:

Auto-Responders That Fail to Address My Issue

the ceo magazine, CMO,
Tom Hogan and Carol Broadbent, Founders, Crowded Ocean

Virtually every industry has some version of the saying: “You want it fast. You want it cheap. And you want it good (or of high quality). Pick any two.” That saying applies to one of the most valuable and strategic positions on the executive staff today:  the CMO. And it also explains why everyone from venture capitalists to corporate recruiters refer to quality CMOs as unicorns (as in impossible to find).

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