While you and your executive team may spend hours thinking about the company’s strategy and story — your customers, employees and partners do not. In fact, many leaders are amazed to learn ... > 55% OF MIDDLE MANAGERS CAN’T NAME ONE OF THEIR COMPANY’S TOP FIVE PRIORITIES> 70% OF EMPLOYEES ARE MISALIGNED WITH [...]
Industry experts have been predicting traditional marketing campaigns are dead. Do you believe it? Well, maybe this week’s OnMessage Minute will help you decide if they are right or wrong. Let’s start by dissecting what a traditional marketing campaign looks like: Campaigns ... have a designated start and end date. Campaigns ... are managed [...]
The business world we operate in today is driven by instantaneous communication. Employees, partners and customers now have immediate access to the messages being delivered by your organization — internally and externally. And the message you need them to hear starts at the top. So, the question is: What’s the story coming from [...]
“The mistake people make is thinking the story is just about marketing. No, the strategy is the story. If you make your story better you make the strategy better.” — Ben Horowitz, co-founder of the venture capital firm Andreessen Horowitz Ben Horowitz is a well-respected, successful business leader and venture capitalist. He [...]
As a C-suite executive or leader, you know there is nothing more important than clarity. Clarity in the story you want to tell. Clarity in the strategy you want to execute. When a company is just starting out, the company’s story and strategy are crystal-clear to everyone. But then two things happen. 1. Growth.2. [...]
Ensuring every employee instinctively activates your corporate story in the customer experience is not an easy task. This is evidenced by the fact that, according to Gallup Research, 90 percent of frontline employees say they don’t understand their company’s brand promise or what makes their company different from the competition. To ensure employees fully [...]
Financial uncertainties, remote work environments, business disruptions, a deluge of mixed messages ... we could go on and on. The pandemic placed a spotlight on the importance of clear, sustained and intentional communication between senior leaders and frontline employees. In fact, the Wall Street Journal recently highlighted this very point in the article, “With [...]
Any business leader who has gone through a merger or acquisition understands the critical nature specific dates and events play in the process. There’s the letter of intent, the deal close date, public announcement, and of course Day 1—the day when the two separate companies begin the journey of becoming a single, high-performing entity. [...]
"Consumer beliefs and behaviors are changing fast. Companies should therefore ensure that all their brand communications are attuned to buyer sentiment." — McKinsey With all that has changed in the past 18 months — it is time for you to stop down and recapture the voice of your customer.It’s time to realign your story [...]
In the hyper-connected, always-on, customer-driven world we operate in today, leading CEOs are leaving their old-school definitions of marketing and communications behind. They are writing a new playbook. A communications playbook for the entire enterprise that’s rooted in delivering a consistent, connected and cohesive story throughout the customer experience. Consistency serves as the cornerstone. [...]
