How to strike a balance between innovation and perfection in marketing

How to strike a balance between innovation and perfection in marketing

There’s a delicate balance between progress and perfection in marketing. When businesses strive for perfection, decision-by-consensus slows or stalls efforts. Innovative products, campaigns, and services never make it to market, or a competitor launches their offering first, diluting your offering and investments. On the flip side, there’s a risk of moving too quickly and promising something that the business can’t deliver on or launching something that doesn’t meet customers’ needs. Failing to deliver on a promise erodes stakeholder confidence and trust.  (more…)
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Focus, fear, and flexibility — why they matter to 2020 business growth

Focus, fear, and flexibility — why they matter to 2020 business growth

There's a baseball connection somewhere in this post! :) We’re halfway through 2020, one of the most multi-faceted years in our lifetimes. As businesses look to the second half of the year, they’re scrambling to adapt their go-to-market approach to navigate the disruptive economic environment. They’re asking tough questions about their relevance in this new market and whether their product or service mix needs to change. They’re looking for new opportunities to grow.  The lesson that businesses will learn this year is one that has always been true.…
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Agility: an essential ingredient for brand relevance in a changing world

Agility: an essential ingredient for brand relevance in a changing world

We are quickly approaching mid-year, and business leaders everywhere are thinking about how they move forward in an undefined new world. Whether a business has been booming, shuttered, or stalled, the second half of 2020 is going to be monumental in separating companies that will thrive from those that will merely survive. (more…)
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Allocating your resources in the right direction [SERVE•ival Part Two]

Allocating your resources in the right direction [SERVE•ival Part Two]

Crises often put businesses in one of two scenarios. They are either suddenly thrust into survival mode or, in some cases, the disruption of the crisis creates a growth opportunity. Regardless of how a crisis impacts a business, marketing and communication teams need to be ready to strategically allocate resources in the right direction, make quick decisions, and communicate clearly and frequently.  (more…)
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Assessing your brand’s opportunity to serve [SERVE•ival – Part One]

Assessing your brand’s opportunity to serve [SERVE•ival – Part One]

When crises hit that disrupt life for businesses and communities, marketing and communication teams must react quickly and strategically to determine the best path forward for the brand. If marketing teams choose the wrong path, they risk coming off as careless, disingenuous, and opportunistic. Customers and employees have increasingly high expectations of brands, and failing to navigate a crisis the right way could be all it takes to lose once-loyal stakeholders. (more…)
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Own your brand — Why you need to invest more in the marketing channels you control

Own your brand — Why you need to invest more in the marketing channels you control

Every business, no matter its size, type, or revenue, has limited resources to direct toward marketing. Unlimited marketing budgets don’t exist, and that’s especially the case for the small to midsize businesses we work with at Authentic Brand. When resources are limited, a company must invest in creating brand value through owned marketing channels and assets (e.g., website, blog, content). These assets are essential to building marketing programs that deliver returns. (more…)
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Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Beyond lead generation — marketing’s role as a strategic revenue partner across the customer lifecycle

Growing businesses often think new lead generation should be the primary — and sometimes only — objective of marketing. This mindset fails to recognize the strategic role marketing can play to generate revenue across the full customer lifecycle, particularly through nurturing and engaging existing customer accounts, and how important that is for driving growth. Marketing should be partnering with sales far beyond the closed win to ensure the company’s brand stays top-of-mind and shows up consistently for customers. (more…)
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