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It would be perfectly reasonable for a CEO to wonder what value there is in creating a corporate Value Proposition. I mean, check out this typical effort (verbatim and in full) from a U.S. Fortune 500 company: “We will supply outstanding service and solutions through dedication and excellence. “ It’s hard to image how anyone inside or outside the company…

Think of your corporate brand as a bridge. When built correctly, it links your strategic purpose – your promise to provide something of value to customers – to all of the things you do, internally and externally, to deliver on the promise. It opens up a direct road from strategy to implementation. Let’s take a closer look at how the…

We’ve all heard it before but it bears repeating: people are fixated on WIIFM (What’s In It For Me). So to succeed in business all we have to do is provide something that makes life better for customers – some brilliant new "that's-for-me" product or service. Simple, right? Not so fast. It's not enough just to have an offer. If we want to…

Business leaders know that even the best strategies are useless unless they are implemented. And most acknowledge that they don’t implement well. So where is it all going wrong? Stay tuned and we’ll look at three critical pressure points where implementation often fails, and how a brand-driven organization can address each one. An Economist report a couple of years ago…

The customer is king. An atrocious cliché, but what can you do when a truism just keeps getting truer? With the rise of the high-information, social-media-empowered customer, we are punished more swiftly and surely than ever for losing customer focus. So customer centricity has become more than good practice – it’s a dire necessity. If this is obvious to the point of…