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Only One Kind of Branding Matters

Image by Alice Popkorn Only one kind of branding matters, and that’s the customer experience. I love ad agencies and individual marketers that preach the ultimate importance of visual and personal branding, respectively. They’re wasting their time. You can manufacture as much messaging as you want, but if your brand promise doesn’t meet the customer experience then your efforts will fail. Fast.

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Why You Need a Customer Experience Officer

Image by Eyesplash Greg Verdino turned me on to a fantastic article about the rise of the Customer Experience Officer. The article rightly discusses the real trend of branding today — the comprehensive user experience. By focusing on the comprehensive user experience, research shows brands strengthen return on investment (ROI).

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Why Every Marketer Should Run a P&L

Image by MoneyBlogNewz A profit and loss center (P&L) is the heart of business. Based on many online comments from communicators and marketers about the way businesses should work, it is clear they have never run a P&L. And until you run one, you really don’t comprehend the totality of a business. Let’s not confuse a P&L with a consultancy, either. Single person consultancies do not have employees’ families relying on them for wages week after week, month after month. Running a P&L is a serious responsibility that causes greater accountability in decision making. Here are four reasons why a marketer could benefit from this experience: 1) Better Respect for Measurement Statistics Rather than saying all relationships online matter and […]

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Personal Branding Preys on Self Esteem Needs

A point/counterpoint post by Geoff Livingston and Olivier Blanchard, respectively. Cross posted on The BrandBuilder Blog. Everyone in life wants to be loved on a personal basis, and received well professionally. When feelings of inadequacy arise — self esteem — it’s natural to look for solutions to improve a sense of worth. The most disturbing (and the least talked about) aspect of the personal branding movement is the promise that it can increase self worth through the intentional manufacture of an image. Personal branding remains a popular individual career and online promotion strategy (as evidenced by the top of the Blog Tree by Eloqua and Jess3) in spite of significant criticism from the marketing profession as well as many employers. […]

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