News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Jonathan Raymond / EMyth.com / August 12, 2013
“Values” have gone viral, and not necessarily in a good way. The process of discovering and clarifying your values and building your business based on them is a deeply personal one, but the cynical marketers among us have other designs. If they have their way, and they will, saying you have ‘strong core values’ will mean about as much as saying your product is ‘natural.’ That’s actually good news.
Good marketers understand social and cultural trends. They understand that people – especially the most important consumer generation ever don’t just want to feel emotionallyRead More
Ty Montague / Harvard Business Review / July 24, 2013
About once a week it seems, we are reminded that CMO tenure is unusually short. I have heard figures ranging from 23 months to 45 months. Both of these numbers are astonishingly low compared to other execs in the C-Suite: eight years for CEOs and ten years for CFOs. So why is CMO tenure so short? Experts have pointed to a host of reasons: the explosion of social media, the rise of big data, general complexity and chaos, incompetence…
But what I haven’t seen is a serious discussion of the person directly responsible for the length of employment of the CMO: the CEO.
As I argue in my new book,Read More
Jasmine Sandler / ClickZ / July 24, 2013
One of the greatest assets your company has for online marketing is the CEO. Nurturing her personal brand enhances the company’s brand. Given the ease of social media and other online channels, not using the CEO is a lost opportunity to cultivate the company’s image in the minds of the media, prospects, customers, and other decision-makers.
Do personal branding online right and the result is a big boost to the company’s top-of-mind brand awareness, lead generation, and competitive edge, all of which lead to increased sales, market share, and revenue.
Earlier this year,Read More
Ekaterina Walter / ClickZ / July 17, 2013
There is an ongoing debate over which is the best group of people to use to spread the message of your brand: influencers or advocates. Let’s have a look at both groups to see why you would work with them and the benefits and drawbacks of each.
Influencers are people who have a wide reach and many followers. They may be celebrities or they may be influential figures in their industries: experts, bloggers, columnists, or authors. They may be several of these things at once. The main reason that a company would use influencers is because of their reach: that they can convey a message to many peopleRead More
Elisa Steele / ClickZ / July 8, 2013
We often think of the digital marketing discipline as the science of using digital engines to deliver messages – and we work hard every day to drive innovation in those engines. But digital marketing has to be about so much more. In today’s world, great integrated marketing has evolved to a careful mix of art and science. Art that creates distinction and science that drives measurement.
These digital “engines” have increased our ability to measure marketing results. But they have to be leveraged as two-way channels that deliver and enable conversations, create experiences,Read More