Marketing Prose: Articles that give insight into issues facing businesses today.

Archive for the ‘Branding’ Category

ALIGNING BRAND AND CULTURE: How investing in culture drives brand delivery and customer satisfaction.

Tuesday, April 2nd, 2013

                  Obtaining perfect alignment of culture and brand is a moment in time—the gauge is a moving target, and like a pendulum it sways to the left and right continuously. The point is, once you achieve what feels like the perfect balance, it shifts. Maintaining a culture […]

How to drive customers to action through the persuasive power of narratives

Monday, March 4th, 2013

            Storytelling is the hottest trend in marketing today, and it’s no wonder. In a world that is moving at the speed of sound, it is nearly impossible to get your message heard. To do so takes imagination, creativity and enchanting your audience in a way that draws them in […]

How to ensure everyone knows your name so prospects are already familiar with you

Thursday, January 3rd, 2013

Building a strategy to earn name recognition in the marketplace is more complex today than ever, and increased competition breeds more choices. The Internet feeds prospects’ desire for 24/7 access to information and, at the same time, has changed the face of publishing. Email provides messaging directly to someone’s personal mailbox. Smartphones connect us around […]

New Video – What is brand experience? How can it affect your business?

Friday, September 9th, 2011

Each time your customers come in contact with your business, they have a unique experience. Kelly Borth, GREENCREST Chief Strategy Officer, offers insight into creating a lasting, strategically-designed brand experience.

New Video – How Do You Build Brand Equity?

Thursday, September 8th, 2011

Attracting loyal, long-term customers and fulfilling market share don’t happen by chance. GREENCREST Chief Strategy Officer Kelly Borth explains what brand equity is and how it drives the bottom line.

Live Your Brand

Friday, March 4th, 2011

Creating a brand-focused organization shifts it from a commodity to a position of brand preference, which equates to higher marketplace value. Making the brand the central focus of the organization helps employees understand what is on brand and what is not.

Are You Ready?

Tuesday, February 8th, 2011

Valuable advice from Kelly Borth in the February edition of Smart Business.

Answering the Million Dollar Question: What’s the ROI on Brand Development?

Tuesday, March 30th, 2010

It seems that any business recommendation provokes the same question: “What’s the return on investment?” And, where brand issues are concerned, the question is often met with uncomfortable silence.

Developing Internal Brand Ambassadors

Wednesday, July 15th, 2009

In a world where a company’s greatest asset is its team, isn’t it time for us to look a little closer at our internal brands?

Brand Campaign Trail

Wednesday, October 15th, 2008

When the consumer enters the point of sale, he or she is stepping into the voting booth. How well has your brand campaigned?