Mark Wilson - CTD Blog

Mark Wilson on The Art of The Pivot

August 24, 2021 Take a minute to imagine you’re a senior in high school, getting ready to go off to college. You have to say goodbye to old friends, but you’re excited to meet new ones. BlackBerry is like the best friend you lose touch with during the transition. Soon enough, you realize you didn’t know how good you had …

John Jantsch - CTD Blog

John Jantsch on How Sticky Marketing Drives Growth

August 17,2021 On most hot summer days, young entrepreneurs-in-the-making set up shop on front lawns and in driveways. Their mission? Rehydrate their local communities with cold cups filled with lemonade. Their marketing tactics include cardboard signs, word-of-mouth referrals from satisfied customers, and yelling to cars passing by at busy intersections. If competitors show up, savvy preteens promote their use of …

Why You Have Brand Detachment Disorder

January 17, 2019 In the world of great ideas, there’s iconic brands that get all the credit. Take LEGO, for example. This is a company that sells little rectangular pieces of plastic. But they consistently churn out great idea after great idea. Go to their website and besides ordering products, you can build things, share them with friends and watch videos. Five …

The 10 Functions of Storytelling

June 12, 2018 by Carla Johnson Storytelling gets too much credit and not enough appreciation. And that’s because people don’t really understand it, much less how to use it. Storytelling comes down to two things – connection and engagement. And when we look at it from this perspective, we have many more opportunities to use storytelling to create influence, affect …

4 Ways Branding Contributes to the Customer Experience

April 12, 2018 by Sam Holzman In today’s digital age, the customer has more power than ever before—and marketers are taking notice. In fact, a recent study found that 83% of marketers think customer experience is more central to their role than it was five years ago (source). Interestingly, that same study found that 74% of marketers believe brand strategy …

Sorry…That’s Not What Our System Says…

February 8, 2018 by Carla Johnson I went to my local library yesterday to use their production studio to make a higher-quality voiceover recording than I could do on my laptop. My schedule’s tight so I reserved the room online ahead of time. I checked in with the woman behind the desk when I got to the library. She checked …

How Brands are Using Artificial Intelligence in Customer Segmentation

February 6, 2018 by Mitch Duckler With another year of rapid advances, artificial intelligence (AI) was the marketing technology buzzword in 2017. And in 2018, AI and machine learning will become even more accessible to brands. AI will pave the way for marketers to laser focus on target market segments and reach customers, while attracting new prospects and leads, with highly-personalized …

What “It’s a Wonderful Life” Teaches Us About B2B Branding

December 21, 2017 By Carla Johnson Sally Hogshead teaches people and brands how to be fascinating. I love her approach to branding because how many people would describe our companies as fascinating? Few. The other day she wrote a story about the holiday classic, It’s a Wonderful Life. Released in 1946, it tells the story of an angel sent from …

Engineering a Voice to Reflect Your Brand

November 30, 2017 by Mitch Duckler In 1962, TV viewers were first introduced to an animated sitcom about a futuristic world of flying cars, cities in the sky, and space tourism. It was The Jetsons: adoring couple George and Jane, their kids Judy and Elroy, Astro their dog, and housekeeper Rosie the robot. The show lasted just one season (24 episodes) …

Winning Brands Must Dare to be Different

October 19, 2017 by Mitch Duckler Does your brand own a distinct place in customers’ minds that is truly meaningful to them? Brand strategy is all about how you differentiate and position your brand in the market. Great brand strategy revolves around clearly articulating your differentiation against competitors. Differentiation gives brands their competitive edge. Brands lacking differentiation or a competitive advantage make …

The Biggest Barriers to Brand Consistency and How to Fix Them

October 3, 2017 by Carla Johnson When we think of branding, we think of companies that pull out the big guns. The ones that put money behind Super Bowl ads and have tremendous social influence. That may not be your company. Whether you realize it or not, your company has a brand. And whether you invest in it or not, …

Marketing’s Role in CEO Success – Do You Play a Part?

June 29, 2017 by Carla Johnson Successful CEOs understand that the ability to communicate and drive ideas forward is one of the most important skillsets of a modern-day executive. It’s not a nice-to-have, but a requirement of leadership. And even in a digitally driven world, the best know that offline and in-person communication matter equally. In their report, The CEO …

How Marketing & HR Can Build a Much Stronger Brand Together

June 15, 2017 by Michelle Smith Enduring brands are built by people – not ads, clicks or views. Marketing has traditionally taken the lead in communicating the corporate brand promise, but when it comes to delivering on those promises, its people from all around the organization who have to do the meticulous work of successfully bringing the brand promise to …

Do You Remember Your First Kiss?

May 18, 2017 by Carla Johnson First kiss. I remember mine. It was 7th grade. A brief chapped-lip peck that was awkward for both of us – like so many things during those middle school years of transition when you’re no longer a kid but not quite a young adult. But I will always remember my first kiss because of …

Is Influencer Marketing B2B’s Golden Egg Opportunity?

May 16, 2017 by Carla Johnson As much as we’d like to think we’re impartial buyers, everyone’s influenced by someone. When it comes to big-ticket purchases, it’s even more true. B2B buyers like to think they make decisions based on research and data. But they may be the group most influenced during the buying process. It that’s the case, how …

Digitization or Integration: What’s Marketing’s Holy Grail?

May 11, 2017 by Carla Johnson One of the primary drivers of change for businesses in the last decade has been digital transformation. But with the shift to a heavy digital-first experience, marketers have neglected the bigger picture: creating a connected, integrated and seamless experience for customers who bounce between online and real-world interactions with brands. When we look at …

Building a B2B Brand Starts with Stories, Not Standards

April 20, 2017 by Chris Schermer As a B2B marketing agency, SCHERMER often gets asked to do “branding.” Typically, it’s marketers who want help with their brand positioning, messaging and identity so that they can create more consistent and compelling communications. These initiatives generally spawn a standards manual, website and marketing campaign, but not truly complete and compelling brand experiences …

Great Storytelling Violates Expectations

October 20, 2016 by Robert Rose There’s a scene in the movie Adaptation when Nicholas Cage – playing a screenwriter struggling with telling his story – is in Robert McKee’s renowned story structure class. He asks McKee about stories where “nothing happens”.  He wonders if telling these stories are actually more like “real life”. It’s a wonderful setup because it’s …

A Strong Storytelling Strategy Will Expand B2B Reach

October 6, 2016 by Carla Johnson B2B marketers have tapped social media as a pillar approach to reaching audiences. In fact, 83% of respondents in the 2017 Benchmarks, Budgets and Trends from Content Marketing Institute named social media content and their number one go-to tactic. But social media for B2B usually means LinkedIn, Twitter and Facebook. A few brands that …