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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SANCTUARY provides safe space for candid marketing conversations

SANCTUARY provides safe space for candid marketing conversations

The second SANCTUARY event was held yesterday, April 30, with nearly 100 marketing leaders attending virtually to connect, encourage, learn, and grow with peers as we navigate forward in the midst of COVID-19. The event series is a collaboration between Authentic Brand, Storycore, and Marketers' Community - designed as a virtual gathering space and safe environment for candid conversations among marketing executives. (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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Brightside Chats Podcast: Jennifer Zick on branding and marketing through crisis

Brightside Chats Podcast: Jennifer Zick on branding and marketing through crisis

How should brands show up in the midst of the COVID-19 crisis? Should every business take the same approach to content and messaging? And what good things could happen for brands through all of this? These are just some of the topics discussed in a recent conversation between Authentic Brand CEO, Jennifer Zick, and Justin Keller, a podcast host and brand leader in Houston, TX. (more…)
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SANCTUARY launches to unite marketing executives through uncertain times

SANCTUARY launches to unite marketing executives through uncertain times

We know leading a marketing function in normal times is challenging. Throw in a global pandemic to upend business models, launch a new service offering in record time, crisis communications, a new brand voice, resource constraints, remote staff and oh yeah – home schooling for many of us. Now we're in another stratosphere of HARD. (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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