Who are you? What do you stand for? Can your customers summarize it? That’s your brand. Your brand essence. Your competitors can’t take it away from you. Your changing marketing mix shouldn’t, either. In the never-ending quest to keep up with the times, what keeps your customers loyal is knowing who you are and how that works for them.
Ted Cruz still doesn't know what hit him. Neither do most of the Republican party establishment, and large segments of the non-Republican electorate. But Carolyn Goodman has a pretty good idea: "Trump really understands the why behind the buy."
Having recently returned from a trip booked through Travelocity, I wasn’t surprised that they asked me to provide a review of my hotel. But also, in that same email in-basket, was a request for a personal endorsement on LinkedIn — from someone whose name I did not recognize.
Marketers are constantly reminded to be transparent. And I wholeheartedly agree. But there's also a line you must remember not to cross as a marketer.
One of the most popular questions I get from businesses (both big and small) is, “How can I optimize social media?” The answer, unfortunately, is that social media is not a one-size-fits-all approach.
I still get a lot of sneers if I bring up the idea of direct mail to a client. Comments range from “Does anybody still read that stuff?” to “Aren’t postage rates outrageous?” The simple answers are “yes” and “no.”