It’s not news that we’re in the middle of a global public health crisis, and though the word is overused, this situation truly is unprecedented.
This was the time for every brand – no matter how big or small – to look at the values that govern its choices and decide whether or not to truly live by them.
Every year organizations invest in a financial audit to assess their financial health. No one questions the good sense of a financial audit.
In our first post, we talked about brand fog and the danger signs that a brand is hazy and ill-defined. There are many canaries that will alert you to the potential for lethal gas in your proverbial brand coal mine, but no bird is more effective at pointing to danger than a sales team that struggles to describe what makes your brand and your offerings different.
Marketers and communicators are under pressure. We run at breakneck speeds, managing a million moving parts, in an effort to stay relevant. But before we can excel at using marketing to take our business forward, we need to understand exactly where we stand today.
To borrow from Mark Twain’s memorable response to stories of his apparent demise, rumours of the sales funnel’s death have been exaggerated. It’s not only very much alive, it’s still a highly relevant part of any marketing and sales effort. Now it just looks different.
Resilience is the quality of bouncing back, the snapback in elastic bands and a baby’s cheek. In people, it’s the ability to survive failure or problems because their self-esteem and reputation have been honestly earned over time by repeatedly rising above challenges and working for their success.