By Brian H Meredith
From the NZBusiness Magazine "Marketing Maestro" Archive.
First published April 2006
“Every year there’s a game of soccer between our marketing department and support staff. And every year, the support staff win. Or so they thought – until the spin doctors took over and this was the outcome....." Read more >>
6 Tips for Reaching Your Potential
We all have a tendency to fall back on old habits. Old habits feel safe and comfortable and familiar – a haven in a stormy economy and an uncertain job situation. “Salespeople look at what’s going on out there and don’t want to push the envelope too much,” observes Roz Usheroff, principal at The Usheroff Institute, an organization that helps frontline staff define a winning brand. “They don’t want to appear too radical. They think, ‘I want to keep my job, so I’ll just keep doing what I’m doing.’” There’s just one problem with this approach: It doesn’t push you forward.
First Published on www.sellingpower.com Read more >>
If marketing is at the centre of the business universe, then the Brand is at the centre of the marketing universe.
Every customer and potential customer has a relationship with your Brand – good or bad but never indifferent. This relationship does not simply influence purchasing behaviour, it dictates it. Your Brand franchise is the sum total of every tiny “behaviour” in which your Brand engages and each of those behaviours will either add to or detract from the relationship with your customer or potential customer. Read more >>
An oft neglected sphere of marketing communications is your own employees - they inevitably talk to colleagues, friends, family and associates in a huge variety of settings. But what are they saying? Are they delivering a message that helps build your Brand? Or are they taking bricks out of the Brand wall? How can you harness this significant communications resource in order that it sends the right messages to the right people and in a manner that serves everyone well? Steve McAbee offers a strategy.....
First published on www.imediaconnection.com Read more >>