In today's episode of the Idea to Value podcast, we speak with Linkedin Top Voice of 2019 and innovation vlogger, Céline Flores Willers. We talk about what it takes for companies and individuals to better get their message out there on Linkedin, and the importance of brand authenticity. Topics covered in today's episode: 00:01:30 - [...]
If you've followed my work for a while, you'll know that I'm a big fan of the Ten Types of Innovation, a framework developed by Doblin (now a part of Deloitte). I previously listed it as the #2 innovation framework you should be using. And with good reason. I have used it frequently with clients [...]
Many companies and people confuse what they mean when discussing Value Propositions, Benefits, and Features. Be clear with your product marketing. Value Proposition: Definition: A value proposition is the concise statement of the overarching solution to your customer’s problem. The solution then is not your product or its technical details, but the solution your product or service provides; i.e. the [...]
Part two of three. See part 1 here One real power of a brand is that it serves as a tuning fork for an organization, helping them quicken strategic decisions, vetting new opportunities, and making hard choices when projections are slipping away from the target. Nothing kills brand value more than short-term revenue focus. When [...]
Like famous musicians, effective brands maintain a certain sway over those who come into contact with them, a sense of awe and authority that translates talent, focus, and hard work into an essence that communicates instantly. Let’s begin by defining the word “brand.” To start we will play the game “no.” I’ll ask several questions [...]
In last week’s column we explored the corporate psychological journey that happens to accept the fact that a once-leading brand needs to be transformed and relaunched. This column will walk you through how to do it. Allow me to be clear. I am not discussing refreshing a logo or crafting a new tag line, but [...]
Once market shares dwindles and revenue targets are missed year after year (despite category growth), it may be time to reboot a once-beloved brand. First off, you need to decide if you genuinely want to reboot a brand. Some people get so tethered to old ideas about the brand that there is resistance to rethink [...]
Change is difficult, and changing for the better rarely happens out of virtue. When prospects reach out we know only one fact: They want to change something in their organizational mix and grow and want help. Often the need is an unexpressed and even unconscious urge for the company or nonprofit. Sometimes the board demands [...]
