Three Steps Brand and Communications Leaders Can Take to Overcome Wishful Thinking Syndrome
March 18, 2019 | By Julie Ogilvie
- Many companies suffer from Wishful Thinking Syndrome (WTS) when it comes to their brand and communications programs
- Rebalancing campaigns to place more investment in reputation programs is one important step in recovery
- Data is the ultimate antidote – so take our benchmark survey to receive a report on how your brand and comms investment stacks up!
Time to Get Healthy – Make 2019 the Year of Brand Measurement
January 07, 2019 | By Julie Ogilvie
- Brand measurement is a key step toward increasing your brand’s effectiveness
- Six steps can prepare you to implement brand measurement in the year ahead
- Understanding your brand’s weaknesses is crucial to building brand muscle efficiently
B2B Marketing Certification Program
Learn MoreBrand and Communications Planning for 2019: Five Key Issues
August 27, 2018 | By Julie Ogilvie
- SiriusDecisions has identified five issues that should drive the priorities of brand and communications leaders in 2019
- Brand leaders must have a structured approach to proving their impact on the business – or risk losing budget and resources
- Communications leaders need to strike a balance between the efforts applied to gaining earned coverage and the new “native” formats
The Missing Link Between Brand Experience and Customer Experience: Part Two
July 23, 2018 | By Julie Ogilvie
- B-to-b organizations are becoming more focused on creating a great customer experience, but the path to improvement may not be clear
- Even though employees are key to creating a great customer experience, there is often no team chartered with supporting their needs
- To enable employees to be good on-brand communicators and experts at delivering the right customer experience, leaders at every level must reinforce their value
Chief Sales Officer: 2020 Planning Guide
Access GuideAn Inspiring Customer Experience Starts with an Inspiring Brand Message: Part One
July 09, 2018 | By Julie Ogilvie
- Many b-to-b brands fail to inspire their customers – why?
- There are five common reasons that b-to-b brand messaging misses the mark
- Well-defined corporate messaging provides a competitive advantage – and the basis for positive customer experiences
Public Relations: Marketing's Canary in a Coal Mine
August 14, 2017 | By Julie Ogilvie
- Third-party influencers (journalists, analysts, bloggers) can make many valuable contributions to marketing campaigns
- Sometimes public relations teams resist becoming involved in marketing campaigns, which frustrates marketing leaders
- Follow these five tips from public relations leaders to ensure your next campaign is “influencer ready”