Brand Experience Strategy

What is a fractional CMO?

A fractional CMO is a contract Chief Marketing Officer (CMO), retained on a part-time basis to provide executive marketing leadership for a growing business. They are a key part of your executive team brought in to take a holistic view of your business. They seek to understand your business objectives with enough clarity to develop fresh and impactful marketing strategies that will drive growth for your organization. They work with you to develop strategic insights, fo…

Boomers were born between the years of 1946-1964 and grew up with the “American Dream” in the white-picket-fence era of post-World War II. They are the second-largest generation behind Millennials.

What Key Events Influenced Boomers?

• 1955 – Rosa Parks refuses to move to the back of the bus
• 1957 – First nuclear power plant
• 1962 – Cuban Missile Crisis
• 1963 – President John Kennedy assassinated
• 1964 – Civil Rights Act of 1964 passed
• 1968 – Martin Luther King assassinated
  

What You Need t…

It’s easy to assume that your clients will refer you—after all they chose to do business with you and we all know you are AH-MAZ-ING! Right?!?!

Yeah, not so much.

Just because your clients chose to do business with you, doesn’t mean they will refer you. That is a fact.

Let’s set client experience expectations

You already know that a customer will share a bad experience with a company at three times the rate of a positive experience. So first a client has to have liked doing business with you—that’s …

A while back in one of my first books, I wrote about what I call “Snowflake Syndrome” and it was the hit of the book. That chapter was popular beyond the specific industry that the book was written for. Recently, I have had a few encounters that have reminded me of it and got me thinking that maybe I should expand upon it and release a new book. Maybe…what do you think? 

So just what is Snowflake Syndrome? It’s when a brand believes that it is unique in its market and that the market should go …

Figuring out your brand personality can seem to be impossible. It's like figuring out who you are and what really matters to you as a person. We all struggle (whether we admit it or not) when it comes to figuring out who we really are. It can take years of self-reflection, self-care, and personal discovery only to discover that who we thought we were is not who we actually are…and then begins the process of accepting who we really are. Well, you don’t have that kind of time when it comes to buil…

Ooohhhh me too. Me too. Me too. When a brand so closely resembles another in communications, logo, name, or colors that it causes confusion in the market and to its customers, it is called a copycat brand or as I call it, a “Me Too Brand.”

I once met with this tech company whose whole strategy was to intentionally be a Me Too Brand. Their plan was to confuse the market so they could steal their competitor’s clients. They even went so far as to rename their company. They took the company’s two-w…

“I know what customer service is.”
“I think I know what customer experience is.”
“What is brand experience?”

That is usually how a conversation about customers relating to a business goes. Companies are familiar with customer service and usually customer experience, although they sometimes conflate the two. Brand experience, on the other hand often draws a blank, or worse, it is lumped in with customer service. Do you see a pattern developing here? There has been a lot of conversation around …

Before we teleport into the future, let’s take a trip into the past. Organizations like Rotary, Girl Scouts, Boy Scouts, United Way, and the Lions Club to name a few, really became popular in the early 1900s. It was a primary resource for socializing, giving back to their community, and even personal or professional development and support. Clearly, these were the days before the internet and we could be “social” with the movement of a mouse or the swipe of a screen. People were expected to work…