How And Why Your Brand Should Adapt To Social Media Platforms
January 25, 2021
The Importance of Content Marketing
February 9, 2021

06/02/2021

February Inspiration Update


'Inspiration Hour' is one of my favourite parts of Academy membership. It's our informal bi-weekly meetup on Zoom, allowing senior brand and marketing professionals to collaborate, get ideas, overcome challenges and get some headspace.

We wanted to share some of the recent topics that came up in these sessions.

1. The role of a CMO.

As one of the leading executives who manage the marketing strategy of a company or brand, they play a key role in the development of a company's brand image. CMO’s must have an exceptional ability to communicate and listen in order to build and maintain a strong relationship with the target audiences and the business's stakeholders.

The chief marketing officer's main objectives are to build and maintain a positive perception of the brand among the target audience, as well as to manage and coordinate all promotional activities to achieve this. He/She may be involved in every phase of the planning and implementation of the company's advertising campaigns.

Think with Google gave Fortune 1000 board members a chance to discuss the marketing role anonymously. They gave Google over 100,000 words which they distilled into one paragraph.

Their excellent article can be found here - What board members say about the CMO — off the record

Reference: https://www.thinkwithgoogle.com/feature/cmo-insights 

I especially like this comment “Influence. All executives have to be good, but I have never seen a CMO excel when they are not world-class at influence. That is so important.“

2. Workplace/Brand Culture

Brand culture is the overall culture that a business cultivates in order for it to powerfully, persistently, and competitively deliver its brand into the marketplace. Brand cultures are much more than just an indication of the brand itself; rather they are an expression of your people and their unique attitudes and behaviors which they agree to engage in and work within.

If you're not careful, you can get caught up in trying to build a brand culture that is comprised purely of how you say things, what you do, who you hire, and what your brand is. This is dangerous because instead of building a brand culture based on strong values, you can end up with a brand that is weak on values and strong on practices and activities. 

Many years ago I was at an Academy workshop with Steve Simpson presenting. Steve spoke about UGRs - Unwritten Ground Rules which end up shaping the culture of a business or brand.

UGRs® – Unwritten Ground Rules – are people’s perceptions of ‘this is the way we do things around here’. Examples of UGRs in the workplace include:

  • At our meetings, it isn’t worth complaining about because nothing will get done.
  • The only time anyone gets spoken to by the boss is when something is wrong.
  • The company talks about good customer service, but we know they don’t really mean it, so we don’t really have to worry about it

It’s the UGRs in a company that constitutes its culture. Understand UGRs and we understand the culture.

Reference: https://ugrs.net 

3. What Is Attention Marketing?

Attention Marketing is a relatively new term used to describe a new business model that has evolved around the rise of social networking on the web. It was first popularised by the book Purple Cow; Transform Your Business by Seth Godin. The book provides a framework for what Attention Marketing is all about and how anyone can start to build a large opt-in mailing list with only a few hundred contacts.

Below are some references that you may find interesting.

Why advertisers need to think about brand attention

https://www.thedrum.com/profile/seedtag/news/attention-advertising 

Linkedin is a prime example of the importance of grabbing attention which is why content on Linkedin is likely to become more engaging.

LinkedIn Now Factors ‘Dwell Time’ Into its Algorithm

https://www.searchenginejournal.com/linkedin-now-factors-dwell-time-into-its-algorithm/368158/

4. Benefits of Remote Onboarding Staff

Much as we don’t have a lot of choice at the moment their are benefits of remote onboarding staff. It can make a real difference to both the bottom line and the way in which your business operates. If you are looking to streamline your business process, improve customer service and get a more productive and efficient working environment for yourself and your staff here are some references that may help.

How to onboard new hires remotely: Checklist for hiring managers

Reference: https://www.stantonhouse.com/blogs/2020-4/how-to-onboard-new-hires-remotely

The ultimate guide to remote work

Reference: https://miro.com/guides/remote-work/onboarding

How to Build Remote Work Culture & Why It's So Important

Reference: https://miro.com/guides/remote-work/team-culture

5. Marketing in Crisis - Stay Relevant With News and Information

Marketing in crisis is an interesting concept. Managing your brand during a time of change is not easy, but it is possible if you use some simple tips and tricks. One of the first things to consider is keeping your news and information top-of-mind; keep your news and information fresh, stay relevant, and be ready for any PR crisis!

Our friends from Brand Finance have put together some great information;

  • Insights and case studies on the impact on a brand that goes dark for a period of time
  • How rapid is the decline
  • What are the factors in this decline e.g. previous investment, consistency of investment over time, the heritage of the brand, competitor activity, corporate behaviour, physical brand footprint in our communities

PPT BFI_DS_Marketing Crisis_Oct2020

Reference: https://www.dropbox.com/s/drcdegz5ben5jpp/BFI_DS_Marketing Crisis_Oct2020.pdf?dl=0

Article Brand Management in Crisis_WP_English_26042020

Reference: https://www.dropbox.com/s/mm86uccymsq7vua/Article Brand Management in Crisis_WP_English_26042020.pdf?dl=0

About Inspiration Hour

A bi-weekly, informal catch up between members

Facilitated by co-founder Damon Segal, our Inspiration Hour is a relaxed Zoom meeting every other Friday. Bringing members together for a friendly informal conversation we share the latest insights and inspiration to give tangible benefits to members and their businesses.

If you are interested in seeing if your business qualifies for Academy membership click here

06/02/2021

February Inspiration Update


'Inspiration Hour' is one of my favourite parts of Academy membership. It's our informal bi-weekly meetup on Zoom, allowing senior brand and marketing professionals to collaborate, get ideas, overcome challenges and get some headspace.

We wanted to share some of the recent topics that came up in these sessions.

1. The role of a CMO.

As one of the leading executives who manage the marketing strategy of a company or brand, they play a key role in the development of a company's brand image. CMO’s must have an exceptional ability to communicate and listen in order to build and maintain a strong relationship with the target audiences and the business's stakeholders.

The chief marketing officer's main objectives are to build and maintain a positive perception of the brand among the target audience, as well as to manage and coordinate all promotional activities to achieve this. He/She may be involved in every phase of the planning and implementation of the company's advertising campaigns.

Think with Google gave Fortune 1000 board members a chance to discuss the marketing role anonymously. They gave Google over 100,000 words which they distilled into one paragraph.

Their excellent article can be found here - What board members say about the CMO — off the record

Reference: https://www.thinkwithgoogle.com/feature/cmo-insights 

I especially like this comment “Influence. All executives have to be good, but I have never seen a CMO excel when they are not world-class at influence. That is so important.“

2. Workplace/Brand Culture

Brand culture is the overall culture that a business cultivates in order for it to powerfully, persistently, and competitively deliver its brand into the marketplace. Brand cultures are much more than just an indication of the brand itself; rather they are an expression of your people and their unique attitudes and behaviors which they agree to engage in and work within.

If you're not careful, you can get caught up in trying to build a brand culture that is comprised purely of how you say things, what you do, who you hire, and what your brand is. This is dangerous because instead of building a brand culture based on strong values, you can end up with a brand that is weak on values and strong on practices and activities. 

Many years ago I was at an Academy workshop with Steve Simpson presenting. Steve spoke about UGRs - Unwritten Ground Rules which end up shaping the culture of a business or brand.

UGRs® – Unwritten Ground Rules – are people’s perceptions of ‘this is the way we do things around here’. Examples of UGRs in the workplace include:

  • At our meetings, it isn’t worth complaining about because nothing will get done.
  • The only time anyone gets spoken to by the boss is when something is wrong.
  • The company talks about good customer service, but we know they don’t really mean it, so we don’t really have to worry about it

It’s the UGRs in a company that constitutes its culture. Understand UGRs and we understand the culture.

Reference: https://ugrs.net 

3. What Is Attention Marketing?

Attention Marketing is a relatively new term used to describe a new business model that has evolved around the rise of social networking on the web. It was first popularised by the book Purple Cow; Transform Your Business by Seth Godin. The book provides a framework for what Attention Marketing is all about and how anyone can start to build a large opt-in mailing list with only a few hundred contacts.

Below are some references that you may find interesting.

Why advertisers need to think about brand attention

https://www.thedrum.com/profile/seedtag/news/attention-advertising 

Linkedin is a prime example of the importance of grabbing attention which is why content on Linkedin is likely to become more engaging.

LinkedIn Now Factors ‘Dwell Time’ Into its Algorithm

https://www.searchenginejournal.com/linkedin-now-factors-dwell-time-into-its-algorithm/368158/

4. Benefits of Remote Onboarding Staff

Much as we don’t have a lot of choice at the moment their are benefits of remote onboarding staff. It can make a real difference to both the bottom line and the way in which your business operates. If you are looking to streamline your business process, improve customer service and get a more productive and efficient working environment for yourself and your staff here are some references that may help.

How to onboard new hires remotely: Checklist for hiring managers

Reference: https://www.stantonhouse.com/blogs/2020-4/how-to-onboard-new-hires-remotely

The ultimate guide to remote work

Reference: https://miro.com/guides/remote-work/onboarding

How to Build Remote Work Culture & Why It's So Important

Reference: https://miro.com/guides/remote-work/team-culture

5. Marketing in Crisis - Stay Relevant With News and Information

Marketing in crisis is an interesting concept. Managing your brand during a time of change is not easy, but it is possible if you use some simple tips and tricks. One of the first things to consider is keeping your news and information top-of-mind; keep your news and information fresh, stay relevant, and be ready for any PR crisis!

Our friends from Brand Finance have put together some great information;

  • Insights and case studies on the impact on a brand that goes dark for a period of time
  • How rapid is the decline
  • What are the factors in this decline e.g. previous investment, consistency of investment over time, the heritage of the brand, competitor activity, corporate behaviour, physical brand footprint in our communities

PPT BFI_DS_Marketing Crisis_Oct2020

Reference: https://www.dropbox.com/s/drcdegz5ben5jpp/BFI_DS_Marketing Crisis_Oct2020.pdf?dl=0

Article Brand Management in Crisis_WP_English_26042020

Reference: https://www.dropbox.com/s/mm86uccymsq7vua/Article Brand Management in Crisis_WP_English_26042020.pdf?dl=0

About Inspiration Hour

A bi-weekly, informal catch up between members

Facilitated by co-founder Damon Segal, our Inspiration Hour is a relaxed Zoom meeting every other Friday. Bringing members together for a friendly informal conversation we share the latest insights and inspiration to give tangible benefits to members and their businesses.

If you are interested in seeing if your business qualifies for Academy membership click here

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