Many organizations have taken initial steps on this path, but most have taken a "risk minimization" approach, rather than seeing the effort being one of investment into their brand. Here are nine different ways that you can improve privacy within your organization — and build a higher level of trust [More]
That your personas are accurate? And that you are focussing your efforts (and budget) on the priority personas? Up to a few short years ago, you couldn't. You could guess, you could do some market research, but you couldn't actually know. But today, there is a way to tell. Enter [More]
The answer lies in segmenting, and how your organization has approached it. Consider these three levels of sophistication: Level I -- "Gut" segment strategy: Otherwise known as not having any segments at all, at this level the business may be doing relatively well, but all of its marketing and service [More]
Without a doubt, LinkedIn is the premier business networking tool. It has come a long way as a repository for your contacts and an online version of your resume: It has a complete suite of recruitment tools, sales tools (e.g. LinkedIn Sales Navigator), advertising tools, and more. But strangely, not [More]
I would like to suggest another definition: Trust is the currency of transactions. Or said another way, at every touchpoint — for every transaction and for every interaction — trust either increases or decreases. Consider these scenarios: Scenario one: Someone you barely know asks you for a favor. When this [More]
While this is a perhaps too-basic question, and one that is clearly a set-up, there is one area of branding that is too often overlooked: human nature. On a recent cross-country road trip, I had the opportunity to stop in many small towns. And as I did, I felt I [More]
Personas are usually built to understand the details (and motivations) of a particular segment. Experienced marketers know the typical persona questions: Who are they -- demographically and psychographically? What service or product features are important to them? What challenges do they have? Where are they located? How do we reach [More]
Recently I had a stark reminder, in the most unlikely of places, that this is absolutely not the case. For several hours, I spent sorting food at the local food bank. Instead of going through the front, where patrons were able to pick up their food, I went through the back, [More]
Remember what it felt like going back to school in September? You're completely energized, looking forward to a year when you do things, well, just that much better. If you are a leader, you may often think of September - or your fiscal year - or the calendar year - [More]
Looking back, was there really a surprise that Donald Trump won the 2016 American election? Or that Justin Trudeau won the Canadian one both in 2015 and 2019? Or for that matter, that Brexit happened? These three results have much in common: Politicians and insiders who are perceived as privileged, and think that they [More]
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