Introducing Tenacity5 Media
What does Tenacity5 Media mean? Tenacity and media are self evident, but the five is unique to me. The number represents the five principles I believe brands should keep an undying focus on to achieve their missions.
5 Tips for Forging a New Brand
I’ve launched a couple of my own companies, and helped more than a half dozen other brands as well as others’ book projects launch. The media landscape changed, but there are common approaches I would execute today if I were to launch a new company and brand.
Here are my top five activities for forging a new brand:
1) Align with stakeholders: Usually a company, brand or service is created with a vision in mind, a way to do things better. But sometimes that entrepreneurial vision is not in line or positioned well with market needs.
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Customers Don’t Care About Us
Let’s talk about sales. Customers don’t care about our online brand conversations.
The desire for customers to have personal relationships with brands remains the greatest myth pushed by today’s online marketers.
Then there’s the assertion that increased engagement will lead to stronger relationships.
Mmmm, not necessarily. Chatty versus cheap toothpaste, who wins the deal?
Social engagement can lead to customer loyalty or a win in an apples to apples situation (up to 15% of customers, says Gartner). But ultimately, if there’s a significant value difference between competitive offerings, the conversation won’t carry day.
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Why You Need a Customer Experience Officer
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).
Let Brands Be Brands
Image by Vincent Teeuwen Why is it that we as an industry wants brands to become people and people to become brands? This manifests itself with a corporate brand online talking like a human being, but without identifying the people… Read More »Let Brands Be Brands
Differentiating in a Sea of Sameness
Maturation in social media marketing has created a sea of sameness, where conversations revolve around listening, responding, strategy, ROI, influence, etc. Consider the common complaint that all of the social media books, A-List blogs, and retweeting fans say the same… Read More »Differentiating in a Sea of Sameness
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