Where Does Your Brand Live? Be Astute In Selecting Your Social Media Outlets

signs you need to rebrand

Anyone who has ever been in a relationship knows that how you say something is as important as what you say. According to DailyMail.com, researchers from the University of Southern California have developed an algorithm capable of predicting the success of a marriage based on the how, not the what, of communication.

If message delivery can determine the success of a marriage, surely it plays a role in the success of digital marketing, especially when it comes to social media. No matter how great your message, if you fail to deliver it via the proper marketing channels, it may never reach your target audience.

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Six Signs You Need to Rebrand

signs you need to rebrand

As marketers, our world revolves around our brand. We dedicate countless hours, fight through growing pains, and expend every ounce of patience in our beings to perfect our branding. Eventually, our brand becomes an extension of our self – it becomes our metaphorical baby. And, like all babies, our brand eventually takes on a life of its own, grows older and prepares to rebrand  retire.

Now, in life, parents are supposed to worry about preparing the baby. But in marketing? In marketing, we get to be selfish and prepare ourselves for the inevitable.  If the need to rebrand catches us off guard or we wait too long, we have to pay some very costly consequences. Fortunately, there some pretty clear signs that a reinvention is near, enabling us to take a proactive approach to branding.

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The 5 Building Blocks of an Effective Brand Promise

brand promise building blocks

Let’s kick this off with a famous line from Shakespeare’s play Romeo and Juliet:

“What’s in a name? That which we call a rose
By any other name would smell as sweet.”

The Bard certainly isn’t talking about branding or advertising in his famous play, but he brings to mind a question all marketers should ask: Would a customer or prospect recognize your brand without the visual aid of a tangible product, logo, or slogan? When was the last time you asked, “what’s in MY brand?”

In order to create a brand that stands for something, you need to go beyond the name. Your organization has a brand, but does it have, and can it deliver on a brand promise?

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Are You Oblivious to These Obvious Workplace Productivity Killers?

workplace productivity killers

Workplace productivity is a tricky thing. On the one hand, we’re convinced of our particular degree of busyness. We proclaim our busyness every chance we get. For some, busyness is a badge of honor. On the other hand, busyness doesn’t necessarily equate to productivity.

What if I told you that you’re probably only spending 36% of your work day on your primary job duties. That’s only three out of eight working hours that you spend performing your job (for you math nerds, that works out to 14.4 hours of productivity per week).

So what’s distracting marketing professionals to the point that they feel like 2/3 of their workday is spent doing something other than their primary job? The answers may be more obvious than you realize.

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How to Protect Brand Identity with Marketing Compliance

internal marketing compliance

As a marketer, when you think of marketing compliance, it is external compliance issues that probably immediately come to mind. Adhering to the standards set out by the Federal Trade Commission (FTC) is hugely important, and can save you from losing large chunks of money to costly fines, not to mention the trust and respect of your consumers. However, internal marketing compliance should be viewed by your marketing team as equally important.

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2016 Is the Year of Marketing Compliance [eBook]

2016 is year of marketing compliance

Any time a new year begins, bold predictions fill marketing blogs across the Internet. From content marketing and digital advertising to the Internet of things and big data, there is no shortage of declarations, trends, and technologies that are “guaranteed” to disrupt, change or improve marketing as we know it.

Lost among the prognostications about data collection from connected toasters and disrupting how people take trash to the curb, is an essential mindset that must become part of every marketing department’s DNA (and organization’s DNA for that matter). And it’s what’s leading me to make the following marketing prediction:

2016 Is the Year of Marketing Compliance.

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Your Marketing Team Needs More Structure, Not Creativity

marketing needs structure

One of the core foundations of marketing is creativity, so it should come as no surprise that many organizations blame their marketing department’s “lack of creativity” when problems arise, or a campaign fails to produce the results they sought. However, if you look around at your marketing team, chances are you’re surrounded by people who have good, and often brilliant, ideas. So then, why, with a team full of creative individuals, do you see so few creative projects come to fruition? The answer may surprise you as it seems to contradict the entire creative process.

Lack of structure.

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Here’s What the Most Influential CMOs Are Talking About. Are You?

influential cmo topics

The Fourth Annual Forbes/ScribbleLive (formerly Appinions) CMO Influence Study was released and if you haven’t taken a look at the topics that are being discussed by the 50 most influential CMOs in the world, then you should. Compiled by Forbes, ScribbleLive, and LinkedIn, this study analyzed over 100 million pieces of content from news outlets, blogs, and social media sources to determine what today’s most influential and accomplished CMOs find relevant and exciting. Though such globe-spanning influence may seem out of your realm, there’s much you can learn from this report.

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Nobody Puts Millennials in the Corner!

millennial marketing

With apologies to Dirty Dancing, Patrick Swayze’s immortal words come to mind when I think about Millennials. Why? Well, because they refuse to be categorized, for one.

Millennials are one of the largest demographics (there are roughly 75 million of them according to the latest population projections), and also one of the most influential. So it makes sense that you’d want to market to them. However, of all the generations to sell to, this one seems the most hell-bent on avoiding labels. As soon as marketers and advertisers try to paint Millennials into a metaphorical corner, along comes Johnny Castle (i.e., Patrick Swayze, the dance god – sorry Kevin Bacon) to deliver the bombshell: “Nobody puts Baby in a corner.”

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Stop Scope Creep in Its Tracks: 10 Tips For Getting Client Approval

stop scope creep with client approval tips

Scope creep. Unfortunately, it’s a real problem for many project managers. Uncontrolled revisions and continuous growth during the life of a project can lead to a lot of frustration and displeasure for both parties. If you’re a project manager, avoiding scope creep can be the difference between completing a project on time and budget – and potentially losing a client altogether.

What is scope creep? Here is a general definition from Wikipedia:

Scope creep (also called requirement creep, function creep and feature creep) in project management refers to uncontrolled changes or continuous growth in a project’s scope. This can occur when the scope of a project is not properly defined, documented, or controlled. It is generally considered harmful.

 

Generally considered harmful? Makes you wonder if the editors at Wikipedia have ever worked at a marketing agency. So, let’s take a closer look at scope creeping and some practical ways to minimize its harmful effects.

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