Archive for June, 2013  

4 Tips to Make Your Brand Sticky Inside and Why You Should Care

Early in 2009 Starbucks closed its doors nationwide for 2 hours. Some thought it was a publicity stunt…and it was actually far from that. The purpose of the closing? A “partner” (employee) training event. Starbucks’ iconic founder, Howard Schultz, said of the idea, “Our unprecedented level of commitment to and investment in our people will provide them with…


 

Build a Super-brand by Managing Touch Points

Remember Trump Mortgage? Not many people do…it was a disaster that came and went in less than 2 years. But, whether you like him or hate him, Donald Trump has done a great job of managing his brand, even through failures…at each and every touch point. He has certainly identified his target audience, just like…


 

4 Steps to Reinvigorate Your Blog and Online Brand

The benefits of blogging for retail mortgage lenders and business-facing companies in the mortgage industry are undeniable. Blogging is an essential part of your marketing plan in the mortgage industry which allows you to take control of your online brand, connect with your audience in a substantial way, position yourself as a topic expert, enhance your positioning…


 

When is it a good time to update your brand?

The mortgage industry is going through a time of immense change. Surely, your company is working to adapt to a “new normal.” As you work through this, at some point you may well take a look at how you position yourself competitively so that you not only survive, but thrive when it comes to obtaining…


 

5 Practical Tips for Building a Positive Brand Online

How your brand is perceived online plays a fairly significant role in your ability to attract business. Here are some stats you should be aware of… According to the 2013 Nielsen Global Trust in Advertising and Brand Messages report, 70% of consumers trust opinions of brands posted online by other consumers. This type of online review is…


 

Mortgage Marketing: Punch Through the Marketing Noise

“Marketing” is a term that we use to describe just about every activity we do to promote a product or service. In fact, most people today conflate advertising, marketing, public relations and branding. This is chiefly why marketing departments are frequently tasked with all four! Let me take a moment to differentiate between these four…


 

Why Internal Brand Adoption is Crucial to Brand Success

Fact: Your employees need to be your biggest and most influential brand ambassadors. If they don’t understand, believe in, live, and deliver on your brand expectations, your brand will never reach its full potential. You’ve likely had experiences with sales and customer service people who fail to deliver on your expectations. If you walk into…


 

A Case for Brand Architecture

Mitsubishi has more than 65 brand names. BMW has one. Both are valid brand architectures, and the trick is to leverage the brand without diluting it. Sooner or later, aggressive growth companies are faced with the decision of building their brand architecture. Which is better? A branded house? Or, a house of brands? And how…