Today’s organizations — be they B2B, non-profit, government or consumer – live and die by their ability to build and deliver a strong employer brand that earns the trust and loyalty of their employees.
Recessions cause marketplaces to go quiet, an opportunity for forward-thinking brands to invest in building awareness, telling stories, communicating unique value and gaining greater reputation.
There’s been some debate lately about whether brand loyalty is disappearing. Some writers have tried to tie an overall decline in brand loyalty to a similar decline of loyalty in society generally.
Brand fog is something that happens to organizations over time. There are symptoms, but as time marches on, you chalk up each to just a phase, not realizing the overall impact to your business and its future.
Every year organizations invest in a financial audit to assess their financial health. No one questions the good sense of a financial audit.
There’s an old chestnut that says a camel is just a horse designed by a committee. Brand fog is sort of the same because it’s usually the result of trying to tack on too much
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.