Do all Marketing Activities need a Strong Call to Action?
POINT: Paul Williams Call now! Click now to sign-up! Subscribe today! Each of these is a call to action. We marketers put ‘em everywhere. The call to action is the punctuation at the end of our advertising message sentence. Dear Customer, now that we have conveyed to you how great and valuable this product or service is… Here’s what to …
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How do you get Employees to “Live the Brand”?
POINT: John Moore Give employees a mantra to follow and not a manual to read. Every retailer gives training sessions to employees on how to deliver customer service, which is another way to say, “living the brand” at the store level. Trainers for these sessions walk employees through a manual about the do’s and don’ts of living the brand through …
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How Can Business Operations Support the Brand Promise?
POINT: John Moore To me, a “brand promise” is what customers expect to experience with a business. Anytime a business delivers something different, it breaks its “brand promise” with customers.
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Does a Company’s Mission Statement Play a Role in Marketing the Brand?
POINT: John Moore The true purpose of a mission statement is to help a company make appropriate business decisions. It’s a decision-making compass for a business and not a marketing blueprint.
Read MoreDoes the Personality of a Brand Need to Be Reflective in All Marketing Activities?
POINT: Paul Williams A brand, doing its job well, shows personality in all it does, not just marketing. The way they greet customers. The wording on their packaging. The way they answer the phone. All should show that personality. Problems arise when brands do things that are not congruent with their perceived personality.
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