Archive for April, 2016  

Do your salespeople believe in your brand?

A successful salesperson is one who believes in himself, as well as in the product or service he is selling. If this second component is missing, your company has a problem. A company can recruit a top-performing sales team, but if the brand is perceived as low value, doesn’t have a tiebreaker, or doesn’t measure…


 

What is your company’s brand experience?

One of the definitions of “brand” is what people experience when they touch a company, whether it is through its website, at a tradeshow, with a sales or service person, or via any other point of contact. For many of us, the first time we heard the term “touch points” was when we read about…


 

Why Your Press Coverage is Going to Waste

You hired a company to handle your public relations and media relations activities. Or maybe you did it yourself or with your own internal resources. But you were quoted in National Mortgage News, MReport or any number of other publications important to the mortgage industry or your consumer target audience. So, what’s the next step? How…


 

11 Signs Your Brand’s Mission Statement Is Meaningless

For many companies, Mission Statements and Policies & Procedures manuals have a lot in common – most companies have them, rarely does anyone read them, they don’t get refreshed very often, and unfortunately, they typically reside on a bookshelf in the office of the HR manager. A properly crafted mission statement will play an instrumental…


 

Reaching Upwardly Mobile Millennials

Adweek recently reported on a Forbes survey of nearly 500 upwardly mobile millennials. The article states that they are optimistic, entrepreneurial and purpose-driven.  Understanding their motivations and desires will help any advertiser better reach and communicate with this rapidly upcoming segment. Mortgage industry marketers take note, only 9% plan on interacting with you in person or…


 

Can you fix culture?

A close friend of mine who happens to be a marriage counselor once told me that one of the questions he is often asked by his clients is, “Can you fix my spouse?” The question is typically asked after the frustrated, “level headed” and rational spouse (sense the sarcasm) reveals everything he or she puts…


 

Create a Winning Marketing Effort

It takes money to win. Most CEOs recognize this when it comes to recruiting and hiring top producers, investments in technology and infrastructure, employee training and the amount of time they personally invest to build their companies. After all, time is money too. Unfortunately, many in the financial arena do not adequately invest in the resources…


 

Community Banks Leverage Mortgages to Build Relationships

Banks grow and prosper based largely on the number of relationships they create with each customer.  Typical goals are 3 to 4 products/services for sustainable relationships. What better way to initiate the first relationship than with a mortgage? Most new homeowners are truly excited and pleased with the lender who helped them buy their home….


 

The Strategy of Making Your Brand Your Top Competitor

For those of you who don’t want to pay a premium for a Lexus, you can buy a Toyota with the comfort of knowing that its quality and reliability will be just as good. Why? It’s because Toyota builds Lexus vehicles. If you wish to be pampered on your next business trip or vacation, you…


 

Worst Brand Management Mistake CEOs Make

Every so often when I bring up the subject of brand value or brand differentiation to a CEO or business owner, I hear the response, “…oh yeah, our marketing team handles that.” As someone who works with CEOs to build stronger and more relevant brands that improve metrics such as sales, awareness, uniqueness and advocacy,…


 

5 Things You Should Know About Brand Reinvention

Changing a name or logo, or creating a new ad campaign, does not constitute brand reinvention. It’s much more involved than that. When done properly, reinventing a brand can attract new referral relationships thereby building greater market-share and business volume. But, if you short-cut the process, you could cheat yourself out of some tremendous benefits….