Tag Archives | Branding

University Recruitment – Trust Versus Performance

How did Burberry, a venerable British company known for its stodgy trench coats, become a $2 billion dollar fashion empire? Moreover, what can the lessons it learned revitalizing its brand teach us about university recruitment strategies? At this year’s Chick fil A Leadercast®, Burberry CEO Angela Ahrendts shared how she turned the 154-year-old British institution […]

Standing out from the Crowd

No matter how experienced your sales team is, we can all use a marketing lesson once in a while. To quote Bob Dylan, “The times, they are a’changin’,” and it’s strategic to add new tools to your sales toolbox. An excellent resource to keep your company and its marketing up to date is Guy Kawasaki’s […]

Mapping Your Message – Part 2

  Without wasting any time, let’s continue with Part Two of the messaging process. In Part 1, we analyzed features of your company’s products and services. By identifying their distinctives, value, and benefit to customers, we created preliminary messaging statements and put them into groups. In Part 2, we follow a similar process, but focus […]

Mapping Your Message – Part I

  Companies of all sizes struggle to hone their message and market it creatively.  A single encounter with the incorrect tone, distracting graphics, or awkward wording can jeopardize a potential sale by converting a clear, appealing message into a swampy, obscure mess. Recently, I observed two basic principles of business messaging at my local park: […]

When You’re Not Selling an iPad

(This is the first in a series of posts  devoted to Sales Strategies. To read other posts in this series, click the “Sales Strategies Series link in the right column.) Often when talking with a small or medium size business, the conversation turns to marketing versus sales.  We would all love to live in that […]