What is a brand? It’s a simple enough question, but now and then we meet someone who has to ask it; someone who isn’t sure if their business has a brand, or whether it should have one at all. Just as every person has a personality, the fact is every business has a brand – whether it accepts the fact or not. The practical question for owners and managers is “what is my brand, and how do I manage it?”
When business owners ask for advice on taking their offerings into Europe, one phrase tends to crop up again and again: “Germany is always different.” It’s a common piece of received wisdom, but that doesn’t mean it’s true. It has some merit, though – international businesses often fail to adapt to the German market, whether by neglecting to adopt the norms and practices of German culture or underestimating the competition from German firms. Often, though, the phrase is simply dropped into conversation as though it’s a given.
Mobile is the magic bullet of B2B marketing. Never before have marketers had a delivery mechanism so precise and so intimate. This isn’t the scattergun of a TV ad, or the impersonal blast of a billboard – this is a tailored strike delivered to a device that is always on, usually within arm’s reach and so often in the palm of a prospect’s hand.
Introducing a senior director to your business is essential for growth and a bold step. It can be challenging, especially when you don’t have expertise in their role. Trust is key to making these relationships turn out best for the business. John Blakey - CEO coach and author of The Trusted Executive, out in April 2016 - explains how that trust is best built.