Credibility Branding

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A marketing and business system to accelerate sales through credibility

Linear, manipulative, spin marketing is over. The social media world and savvy customers have created influencers that can sell products and change public opinion. These influencers (customers, users, media, celebrity, pundits, partners etc) are cementing the trust in products and companies and contributing to a dramatic increase in the speed of sales. Credibility branding is a model that helps to manage this opportunity and is an important new conceptual marketing breakthrough.

The Credibility Branding Blog 

Your marketing and business resource to accelerate sales through credibility.

The Credibility Branding Blog offers real world ideas and solutions to build a brand platform based on credibility. It even offers fundamental approaches to business planning, strategy and marketing / PR basics.

This blog delivers the goods to get those C-level folks (CEO, CMO, CFO) to think about marketing as a strategy not just a budget item and to get marketers to think like strategists not tacticians. The content consistently encourages companies to review all the possible points of credibility available to accelerate the speed of sales; when an influencer endorses a product there is less time for the consumer to decide, it speeds the decision making process. This blog is well written and is offering a unique voice to the blogisphere. In fact Steve Rebel a well known marketing blogger recently named it one of the "New Voices" on the blogisphere, and Branding Strategy Insider, Converstations and Marketo all included it on their tops lists of marketing blogs.

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Focus - The Missing Marketing Ingredient 

Are You Driven By Your Sales/Engineering Team Or Are You Driving Them?

I think one of the biggest challenges facing companies at just about any timeframe of its corporate life is focus. The focus I am referring to relates to a number of areas within the company. First is the notion of culture. Does your company have more of a sales-driven culture, (which represents a majority of companies)? Or is your company an engineering driven culture? Or is it a marketing-driven culture? In my experience, a small percentage of companies are based on a marketing-driven culture, more than half are sales-driven, and for technology, they are generally engineering-driven. Not being a marketing-driven company is big challenge to maintaining consistent focus.

What I mean by marketing-driven is looking from the ground up at everything you are doing as a marketing opportunity. So, for example, looking at your sales strategy. Is your sales guy running the show? This is very common. The sales guys come in and they want the sale, no matter the cost. And that cost is what I call a "seat-of-the- pants" approach where there is a frenetic environment and the sales guy turns on a dime depending on his customer. And features and benefits of the products are sometimes even adjusted for that one customer. That is a lack of focus.

What most companies are not doing is starting from scratch, looking at the market opportunity, looking at the market need, looking at what pain their product is going to solve in the marketplace. (That's actually a key issue: "product myopia" - benefits versus features%u2026 this will be covered in a future post).

In an engineering-driven culture, it's kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketing person will meet with customers and will clearly see the opportunities for product improvement%u2026 that the engineers will resist to their death.

What is needed is a different way of thinking; empowering your marketing executives and departments and using your marketing brand when making business decisions is of the utmost importance. For example if resources are limited and you have the choice of pursuing several different customers but can't service them all, don't just go for the money. Go for the one that will meet budget expectations but also add credibility

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ReplyPosted May 09, 2007

by CredibilityBranding

I started my career in advertising, and learned the business of
building brand while developing newspaper advertising for companies
such as Mazda, T...

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