Articles

Strategies to Build Brand Loyalty

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What it Really Takes to Build an Admired and Successful Legacy Brand

In a world full of choices and ever-changing trends, some things manage to stand the test of time. We can think of a few brands that have been around for generations and are still going strong today. These are what we call legacy brands. But what exactly is a legacy brand? And why should you aspire to build one?

When you’re in business, you know that building is hard—and it's even harder to build a brand that will last for generations. But if you're up for the challenge, it can be done.

What E…

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Blog-Funnel

5 Conversational Marketing Strategies To Help Your Business Grow

You have probably heard about conversational strategies before but do you really know what they are? After all, there are many ways to communicate with your customers, but not everyone knows how to do it effectively. Conversational marketing is a type of inbound marketing that enables you to connect with your audience in an organic way and can impact every part of your business. When done correctly, it can create authentic experiences, build relationships, improve lead generation quality, and pr…

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Blog-WinMore

4 Tips to Win Clients from Your Competitors

Why is it so hard to sway clients away from your competitors?

Well, the short answer is switching costs. But when we hear that term, we often only think about the physical or tactical aspects of change—it often leaves out the mental and emotional elements of the switching costs.

Once a client has an established relationship with a provider, it’s set up. The exchange of access, details, invoicing, and contacts are already in place. The client and vendor can just do the work. In order for this p…

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Blog-RevenueMaze

Melanie Asher, MBA Interviewed on The Revenue Maze Podcast with Valerie Cobb

🔥 🔥 “Be crystal clear on your messaging and it is not from your perspective, it is from your client's perspective and your perspective clients.” 🔥 🔥



Yes, our Founder and Fractional CMO, Melanie Asher, MBA was featured on The Revenue Maze podcast. Listen to hear that great quote and other points about how to make your business CREDIBLE and RELEVANT. Melanie joins the host Valerie Cobb to share some tips on how to get out of the revenue maze;

💲 Be crystal clear on the messaging you send. The m…

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Blog-OldNewDirection

Case Study: From Divided Attention and a Lack of Accountability to a United Direction

All organizations if they last long enough will eventually plateau. They will reach a point where they’ve established brand recognition in the market, have loyal customers, and are perceived as a “traditional” brand. Usually, when a brand is described this way, it means that it is outdated but can still be relied upon for something.

This success should be celebrated and it’s vital that the leaders of the organization recognize that what got them there, isn’t going to take them successfully into…

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Blog-Compass

Guest Post: Be Prepared for a Crisis with the 7 Principles of the CEO’s Compass

I, like you, I'm sure, have been having a lot of conversations about being prepared for the next unknown--crisis or pandemic. While I work with organizations in the aftermath and reputation management side, I wanted to share an article with you from fractional CEO, Deb Coviello for a different perspective. 

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Deb Coviello Says...

When an organization is experiencing a challenging situation, a crisis, or simply the perception of one, getting to the root…

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Blog-Content

Content Marketing Strategy - Benefits of Being a Likeable Brand

Did you know? 70% of marketers are actively investing in content marketing, making it critical that you develop a good content strategy to compete in your industry.

An effective content marketing strategy will answer specific questions like:

  • Who will be reading your content? How many audiences do you need to create content for? Just as your business might have more than one type of customer, your content strategy can cater to more than one type of user.
  • What problem will you be solving for …

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Guest Post: How to Connect Your Brand with Reverence to Increase Your Social Impact

Continuing my guest post series, here is an article from Eben Greene, President and Vision Keeper of the top change management agency, ShiftUp. You've heard me talk about him before, he helped with the Omicle rebranding and we've partnered on projects.

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Eben Greene says...

Like meeting someone for the first time, your initial encounter with a business can leave a lasting impression. That feeling or belief in a company or product branding is powerful. It lays the gro…

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Blog-Transform

Scale Your Business Better: The TRANSFORM Stage

The goal of this stage is to focus on long-term clients and long-term growth. This is all about continuing to improve your client experience and identifying where your next best opportunity lies. The questions you'll ponder will be:

  • Will it be a new market, a new vertical, or a new product or service?
  • Will you expand your current offerings?
  • Will you seek to acquire another company?
  • Will you seek to be acquired?

This stage is about making opportunistic, long-range decisions. Your focus i…

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Blog-Growth

Scale Your Business Better: The GROWTH Stage

The goal of this stage is to be ready to scale and build a much bigger business. In this stage, your focus is on building a scalable infrastructure to improve your selling as well as how you deliver the products and services that you offer--customer experience.

You'll be focused on questions like:

  • How can I make this more efficient?
  • Is there a way that could be easier for me to do this?
  • How can I make fewer sacrifices (money, time, or energy) to complete this task?

Efficiency may sound …

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