December 17, 2017

A more excellent way to become a valued brand

There’s a reason people don’t care about the mission and values of most businesses. Most mission and values statements are written for the business. They typically focus on the business’s goals of being the most profitable, the most customer-centric, the most sustainable or the most ethical business in its category. And they often put the […]

The most important question in marketing

Marketing success can be boiled down to one question. The answer to that one question can make all the difference in the world to your position in the marketplace. … it is a difference that makes customers love you and stay loyal to you … … it is a difference that makes you stand out […]

The tension between results and relationships

You can tell more about a company’s values by looking at what it motivates employees to do than by what it says. We value what’s right for our customers in everything we do. Everything we do is built on trust. It doesn’t happen with one transaction, in one day on the job or in one […]

Higher purpose matters to your customers and your sales

Here is a paradox for the times. A brand’s higher purpose is the reason it exists beyond making money. But brands that have a clearly understood higher purpose frequently have the greatest financial growth. That conclusion comes from a Millward Brown analysis of the 50 fastest growing brands over the 10-year period 2001-2011. All of the […]