Tag: financial

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How Your Sales Depend on the Story of a Little Boy Named Ben…

  No matter how game-changing the idea you’re pitching — you’re at the mercy of the dreaded Paradox of The Brilliant Idea Theory, which states: The more brilliant the idea, the less brilliantly it tends to be explained and understood. You can’t sell it if you can’t tell it. So, it goes to logic to Tell ...

Market Like Water

Customers seek remarkable brand experiences — like water for a parched soul.   ILFORD PHOTO: Black-and-white photographers didn’t need to see more photos in ads; they were thirsty for a brand that understood their art. Inventive. Irrepressible. Illuminating. Ilford. Nobody sees more into black & white than we do.     ...

Face in a Crowd?

Amidst the hustle bustle of an overcrowded street in New York City, you suddenly, unexpectedly, out of the hundreds of people in your visual field, see the face of someone you know. Not only do you recognize them immediately, you also have an accompanying emotional response (love, hate, fear, etc). ...

Top Dance Routine Ever?

Imagine a dance routine in a 2082 version of Dancing with the Stars. Think it would blow you away compared to today? Now, check out this from the same 70-year time span…going back in time. Think it could possibly still be one of the greatest dance routines ever? You decide. ...

Nice vs Wow

Next time you’re considering a visual for, well, absolutely anything representing your brand, consider the difference between the two responses: “Nice”         or “Wow”     Ask yourself, will it: 1. Stand Out from the 1,000s of images they will see today? 2. Stop+Engage them in feeling, thinking, and ...

Surprise: Your Brain Craves…

  Our brain is constantly scanning the environment looking for anything that is dangerous. This also means that the unconscious brain is looking for anything that is new or novel. The brain is not only looking for the unexpected, it actually craves the unexpected. Water vs. fruit juice —  In a ...

CEO: Know Thy Social Self

It’s not “social  media” that CEOs need concern themselves. It’s more a common sense leadership thing about knowing one’s self and one’s company’s Social Self.  A company’s Social Self can be a revenue-influencing metric that shows a CEO the comparative values between its company and its competitors when and how ...

Gladwell’s Secret Sauce

I have to bring us back to this classic Gladwell. It remains deliciously relevant to seeking a universal answer for making customer X satisfied with product or service Y. Don’t fret over the length of this talk. Malcolm Gladwell makes it fly. ...

Why we look to others to save our ass

  You’re in a movie theater or a large event space, when smoke starts coming into the room from an air vent. It isn’t clear what the smoke is, if it’s dangerous, so it is, from your viewpoint thus far, an ambiguous situation. Whether you or anyone else — another ...

8 Ways to Rivet Your Audience

Here is the top reason your presentation can fail: Your presentation is boring. That’s it, that’s the top reason. Boredom kills interest, at every point of the total experience, from the ad or post you created to get them to the presentation, to choice of venue, signage, food and drink, materials, ...

Write This Down: Trust

You communicate in many ways — emails, telephone, instant message, face to face. But research reminds us not to forget the most powerful teller of trust. Paper. Researcher Charles Naquin showed how honest people behave when they communicate with email vs. pen and paper. In one study, 48 graduate business students ...

Try to See Things My Way

According to neuroscience studies, Inattention Blindness or Change Blindness may be the reason your prospects miss stuff, even large changes, in their visual field. Here’s an experiment that shows you how this works. Something you want your prospect to see in your content may be essentially invisible to them. Especially ...

Convinced vs Persuaded, Part 3

  Four Freeze Frame Thoughts In 4 Seconds Before Climbing In That Car… 1. We feel before we think. Impulse is more powerful than reason, an odds-on favorite to do — or not to do — that thing you might accept or reject with more information and deliberation. 2. To ...

Convinced vs Persuaded, Part 2

”Cold as all hell, climb in, front’s ok,” said the shadowed face behind the wheel in the dark blue Ford that stopped to pick your out-of-gas ass up at two in the freezing morning on a lonely dark road in Godknowswhere… In context of the whole story, did you find yourself ...

Convinced vs Persuaded, Part 1

You can’t believe it. You. Hitchhiking. In the freezing cold. On an unfamiliar road at two in the morning. It’s been 66 minutes since your car ran out of gas. Forty-five minutes since you got through to the local police. “We’re trying to get a car out to you,” said ...

Trust: Look or Substance?

Each “trust moment” — business card, office building, elevator, sign on door, reception, bathroom, conference room…plays into your prospect’s feeling about your presentation and marketing materials. When research participants rejected a health website as not being trustworthy, 83% of their comments were related to design factors, such as an unfavorable first ...

Rise of the CMO, Stage 3

I have two sons on the morphing edge of things; one at Google, the other at BBC America. And it helped to serve as CMO in two transforming industries, financial and healthcare. I see the emerging CMO as the business leader who, one marketing plan at a time, has a ...

Rise of the CMO: Stage 2

CMOs must rise to be the leaders who “lead the requisite internal change to adapt to the market,” Kim Whitler writes in Forbes on the question “Is the CMO Role Dying or Thriving?” According to Whitler’s survey at the CMO Exchange conference, CMOs feel their role has gotten significantly more ...

Rise of the CMO: Stage 1

  Kim Whitler of Forbes writes on the blog-chatted question, “Is the CMO Role Dying or Thriving?” My view is that the CMO is not dying, but rather, molting and morphing. At the recent CMO Exchange conference, “The Evolving Role of the CMO,” Whitler surveyed CMOs on the degree to which ...

Diving for Happiness

I don’t just want to be where my prospects are. I want to make their experiences there better.   ...

Customers Aren’t Asking…

#1 in a series of posts based on a study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. Topline View: After reading the McKinsey study showing me what looks like an anti-evolutionists’ stubborn ...

Internal Combustion Engine

#2 in a series of Jan Zlotnick posts based on a study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. There’s a powerful engine purring inside most businesses, waiting for someone in charge ...

Growing (a Pair)

#3 in a series of posts based on a social media use study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. CMOs have a choice: to leap and grow their brands through social ...

Convincer or Blueprinter?

In a blog by Andrew Stein, he asks the seemingly straightforward question, “What is Marketing?” and he rightly criticized one suggestion that “Marketing is what you do in business when you try to convince people to buy what you have to sell.” For me, the notion that marketing “convinces” customers ...

Stretch Creative, Work the Core

“Jan, I’m not a global brand with a global budget. How can I compete?” I’m often asked this at conferences and events. My advice? Stretch your creative mind, and work your core. Communicate on a remarkably creative level: Beware what George in Seinfeld might have called creative shrinkage. Don’t retract ...

Force of Nature

Timberline stands out from the oversexed holiday commercials for men’s colognes by expressing romance, and possibly love, as a playful, innocent, yet undeniable force of nature that cuts to the chase and causes one to happily fall. ...

Fake Brands Kill Real People

How does an “innocent” public keep drug cartels and terrorists in business? By thinking it is doing no harm when buying counterfeit brands. So, when Prada, Versace, Dolce & Gabbana, Ray-Ban, Coach, Gucci, et al, gathered in Washington, D.C. for the Anti-Counterfeiting Coalition, they were presented the problem, and marketing ...

I Love New York (State)

The first “I Love New York” commercial that broke with the format and strategy of promoting the city exclusively, so that the entire state of New York might promote itself to budget-strapped travelers in the northeast market. ...

Cash Money

Like great marketing can be: Astonishingly simple. But, like we have learned, it’s the “astonishing” part that doesn’t come easy. It comes when an idea is patiently, lovingly, “extravagantly” thought out and executed. ...

Data Viz Wiz

Your data has to be accurate, but does it have to be cool and…beautiful? Data viz. Information design. It’s an interestingly shaped red sign that grabs your eye and emotional brain with the simple words “Stop.”  And maybe saves your life. Hans Rosling, like Edward Tufte, believes you can save ...
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