Year: 2017

Innovative ideas have varying levels of success

Why some innovative ideas work, and most don’t

We hear a lot about how fast and how much the world is moving. But when companies pursue innovative ideas to cater to what they think is consumers’ fascination with the new and shiny, reactions can be mixed. The trap for marketers in this is that there are different types of “newness”: from the ‘new’ people queue for, talk about, and go mad on social networks over to the ‘new’ that bewilders, confuses, worries, or even confronts.

Be an excellent business storyteller

How to excel at business storytelling, now that everyone’s doing it

Stories are now such a *thing* even in a B2B context that it’s easy to think that corporate or brand storytelling is just something every marketer can do and should be doing. Effective business storytelling though is harder than it looks. If you back yourselves to tell an extraordinary story that the people who buy from you will want to specifically engage with (at the expense of your competitors), there are three things you need to organise.

The challenges of value and valuable

Here’s why creating customer value is so hard

Customer value is one of the most talked about aspects of marketing today, but many senior decision makers are hard pushed to articulate how exactly their business is creating meaningful customer value and how that tangibly contributes to their business being more valuable and competitive. Even if they can put that into words, a powerful customer value proposition itself is really just the start. Harder still is maintaining customer value over the longer term. Here’s why.

Trusting brands

Building brand trust

Once, it was easy to build brand trust. You used mass media to establish profile and credibility, you became a “household name” and that was pretty much it. No longer of course. The splintering of channels, new levels of transparency and increasing expectations from customers have made just ‘being’ a trusted brand almost impossible. Trust is now far from a given.