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Connection: The New Competitive Edge

Let’s face it. The disruptive economy has shifted the balance of power. It’s a buyer’s market. Customers are more informed. Loyalty appears to be a thing of the past. The customer calls the shots . . . not the firm. Current conversation about customer engagement tends to emphasize the online experience. Yet, the real differentiator for business […]

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The Secrets of Engaging and Retaining Millennials

It’s a challenge all businesses face – how to grab and keep the attention of millennials, a generation that represents one-quarter of the population and $200 billion in annual buying power. These 18 to 34 year olds are often characterized by: • Relative lack of attachment to traditional institutions and organizations • Leading-edge digital and […]

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It’s Not Who You Know. It’s Who Knows You.

We are often told it is about who we know. To the contrary, it is all about who knows you. They are influencers, connectors and people on the inside who can give you access. The more people who know you, the more help you get marketing your services. They become your ambassadors. Our ability to […]

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What Can Bruce Springsteen Teach Us About Great Marketing?

“The Boss” gives us timeless lessons on reinforcing an enduring brand. Bruce Springsteen and The E Street Band are synonymous with timeless American rock, but one could make the argument that their genius also lies in their ability to illicit undying loyalty from legions of fans. From the beginning, dating back to their days in […]

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