Ready or not, it’s happening: Generation Z is coming of age, entering the workforce, and gearing up to be the next consumer powerhouse. But what do we really know about this generation that currently comprises 32 percent of the world’s population? While there has been much discussion about Millennials, the world is just now understanding … Continue reading Get Ready for Generation Z — the Next Big Consumers
This blog is compiled from the Ignite Your Business™ Podcast in which GREENCREST CEO and Chief Strategy Officer Kelly Borth interviewed Mike Schoedinger, president, Schoedinger Funeral and Cremation Service, about the importance of team culture to a company’s success. Kelly Borth: On this Ignite Your Business™ Podcast, we’re talking about “Why Culture is Important to … Continue reading Ignite Your Business™ Podcast: Mike Schoedinger talks Company Culture
The idea that millennials are brand averse is a myth. In fact, one glance at any millennial’s Instagram account, and you’re likely to find tags to brands they follow, buy or long for. Yet, even though 74 percent of them spend at least five hours a day looking at content online, they can be a … Continue reading Millennials are Far from Brand-Averse Consumers
By Kelly Borth, Chief Strategy Officer at GREENCREST It’s no secret that every company strives to stand out with memorable marketing and advertising campaigns. It is also no secret that many CEOs and advertising professionals struggle with understanding what “brand” is. As company leaders, it is important that you know the answer. A brand is … Continue reading Why the strategic process of brand differentiation matters
By Kelly Borth, Chief Strategy Officer at GREENCREST Do you know why you get out of bed every day? Do you walk through your office door with a dance in your step? Do your employees know why they go to work every day? Do they execute with purpose and enthusiasm? Does your team know why … Continue reading Simon says — The why factor is often a game changer
Think of brand experience as customer experience. What experience do your customers recall each time they are in contact with your business? Was the experience superior, bad, or neutral? Was the experience consistent with your company’s brand? Is your brand experience really superior? Customer experiences produce emotional responses, and influence an overall relationship with customers … Continue reading Brand Experience: How it can affect your business
Much more than a professionally produced logo, a company’s brand is its appearance, personality and the ongoing impression it makes on the marketplace. The key to building brand equity is establishing a strong brand identity and communicating it consistently over time. A strong brand represents a company’s unique selling proposition and communicates to target customers … Continue reading How to build brand equity
While there’s no shortage of effective tools for promoting your company and increasing market share, an integrated marketing approach is the key to market penetration and to getting the most return for your investment. Consider the advice of financial planners who preach the merits of a diversified portfolio that protects your investments from the whims … Continue reading How is integrated marketing effective?
Obtaining perfect alignment of culture and brand is a moment in time—the gauge is a moving target, and like a pendulum it sways to the left and right continuously. The point is, once you achieve what feels like the perfect balance, it shifts. Maintaining a culture … Continue reading ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.
Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in … Continue reading How to drive customers to action through the persuasive power of narratives
Building a strategy to earn name recognition in the marketplace is more complex today than ever, and increased competition breeds more choices. The Internet feeds prospects’ desire for 24/7 access to information and, at the same time, has changed the face of publishing. Email provides messaging directly to someone’s personal mailbox. Smartphones connect us around … Continue reading How to ensure everyone knows your name so prospects are already familiar with you
It seems that any business recommendation provokes the same question: “What’s the return on investment?” And, where brand issues are concerned, the question is often met with uncomfortable silence.
In a world where a company’s greatest asset is its team, isn’t it time for us to look a little closer at our internal brands?
When the consumer enters the point of sale, he or she is stepping into the voting booth. How well has your brand campaigned?
Great brands continue to thrive for years after their introductions. Others don’t. The great ones control their categories. They set examples for others to try and mimic.
A brand’s distinction is whatever separates it from its competitors, makes it stand out as extraordinary or different or, better yet, more valuable to the end user.
The key to building brand equity is establishing a strong brand identity and communicating it consistently over time. Reinforcing and strengthening a brand can be accomplished in several ways.
Your selling message should be the foundation for the many forms of written, verbal, printed and Web communications your company uses to market its services.