Brand Strategy

Buyer Personas

4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever written often involve an engaging central character or several central characters.  Stories are written that revolve around a plot of the central character facing and overcoming challenges.  A non-fiction book …

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7 Ways The Future Of Business In An Existing And Post Covid-19 World Will Change

In a period of ninety days, the world and business of commerce have been shocked by its foundations.  Executives from all industries are faced with uncertainties that could not have been anticipated at the start of 2020.  Causing senior leaders to scrap plans, accelerate plans, or seek alternative plans to help them chart a new …

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Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo …

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development …

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How To Lead With Customer-Focused Content

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …

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Why CMOs Should Not Focus Only On Content Marketing

Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World.  The largest content marketing oriented conference of its kind.  These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness. …

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What CMOs Need To Know About Listening To The Customer

It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders in business, politics, sports, and in many different aspects of culture and society.  As a country, we have had many leaders rise to the occasion upon their ability to listen and …

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Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent …

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The 3 Types Of Buying Scenarios Every B2B CMO Must Know

The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long-tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating …

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How CMOs Can Use Persona-Based Customer Strategy To Transform Marketing

For decades, business executives have faced disruptive forces and changes. Brought on by technology, population changes, war, economic collapse, and radical innovation.   Due to the disruptive force of the new digital economy, business leaders and CMOs are facing a new phenomenon different than ever experienced before. The rapid changes in digital technologies are overlapping with …

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