Does Your Brand Pass the Swag Test?

Posted by Owen Matson, Ph.D. on Apr 11, 2017 6:02:28 PM

The Swag Test:

To evaluate the impact of your brand, consider the swag test.  Offer potential or existing clients a hat or some other bit of wearable swag that bears your brand.  Would they wear it like a John Deere hat?  If you don't have the necessary swag, don't worry. The following questions also work as a useful thoughtg experiment: 

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Topics: Differentiators, Brand, B2B Branding,, Brand Identity, Brand Development, Branding

How to Differentiate Your Brand Voice: Some Essential, if Unusual, Tips.

Posted by Owen Matson, Ph.D. on Apr 4, 2017 7:29:54 PM

How to Differentiate Your Brand Voice: Some Essential Tips

 

 

When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”

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Topics: Differentiators, B2B Content, B2B Digital Marketing, Content Writing, B2B Brand Writing, Style, Brand Voice, B2B Content Writing, Tone, Brand Writing, Brand Style Guide

Do Leaders Know How to Ask “Why”? 

Posted by Owen Matson, Ph.D. on Mar 17, 2017 5:25:06 PM

 

The "why question" is important, but the answer is more important. 

According to Simon Sinek, your answer to “why” serves as “the purpose, cause, or belief that inspires you to do what you do.”  Ever since Sinek inspired readers to Start with Why (not to mention his viral Ted Talk), the importance of the why question has emerged as a fundamental  piece of leadership wisdom.

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Topics: Differentiators, Business Communication, Brand, Thought Leadership, B2B Content, Content Strategy

Inbound 2015 Takeaway: SalesBound Depicts HubSpot's Value

Posted by admin on Sep 11, 2015 5:46:04 PM

Inbound 2015 was a great experience for 14,000 marketers, agencies, partners and vendors who attended this week in Boston. It was a testament to the Inbound Movement, the product vision for Hubspot, and their executive commitment to investing in their marketing community. It wasn’t a Hubspot sales pitch, it was an educational revival – with something to learn in every session and event. In a standardizing and commoditizing Marketing Automation world, Hubspot continues to emerge as the differentiator. While others ‘automate’, and focus on the technology, Hubspot differentiates with its focus on content, outcomes, training, philosophy and methodology for the most unique approach in the category.

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Topics: Automated Sales, Differentiators, Marketing Technology, Marketing Services, Direct Sales, Tech Integration, Creative, Content, Solutions

HighSpot: Sales Engagement in a Marketing Automation World

Posted by admin on Aug 14, 2015 7:53:52 PM

The greater sales and marketing world focuses a lot more on marketing than sales, and a lot more on automation than manual efforts. With marketing automation, the goal is to develop a solid E-Mail and Social list of clients who you can reach on a sort of schedule, and lead them through the funnel to the eventual purchase. This approach relies heavily on fresh content, and increasingly on advertising to drive traffic. Marketing Automation and the tools that support it are becoming a cornerstone of digital marketing, but in their ubiquity, they’re also dominating the dialogue. Brands like Marketo, Hubspot, Eloqua, Pardot and ExactTarget (Salesforce) and others have plenty of inbound options to help drive inbound dollars.

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Topics: Differentiators, Marketing Technology, Content

Contradicting the Premium

Posted by admin on Aug 2, 2015 11:55:58 AM

In this ad, LG does a very nice job, with a dramatic violin backdrop on the handcrafting of a quality instrument for premium use. The commercial draws upon successful marketing in the timepiece industry, wherein the components and manufacture signal to the consumer the quality and prestige of the brand.

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Topics: Video, Differentiators

Don't Just Automate - Differentiate!

Posted by admin on Jul 20, 2015 8:01:08 PM

Over the past few years, you may have heard someone say "sales is dead" - or something along those lines. The theory is quite simple and it's backed with substance. The idea is that with today's researching buyer and automated marketing techniques, there is no longer a need to 'sell' good products. And as automation prevails, this theory goes for marketing too. Unfortunately, this will never be true. As long as we live and work in markets that allow for quality, differentiated products, 'sales' will always be important as will the marketing materials to support the sales function.

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Topics: Differentiators, Content

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