If LEGO Built Your Brand Experience, What Would It Look Like?

March 9, 2017 by Carla Johnson Marketers love massively creative work. We hype Super Bowl ads. We study the most innovative companies. And we follow curious minds. But that’s where much of our inspiration ends and reality sets in. We have bosses who would never go for such wild ideas. Budgets that can’t stretch that far. There’s too much bureaucracy. …

Design Thinking: What It Is and Why It Matters to Marketers

May 2, 2017 by Carla Johnson When people hear the word “design,” it conjures up images of architects, graphic designers and maybe a programmer. These are the people who stereotypically take an idea or concept and bring it into the real world. They put different pieces together, many of which seem unrelated, and ultimately solve problems for their clients. But …

Creating the Connected Customer Experience

January 3, 2016 by Carla Johnson We live in a world of constant connections – access to anything, anytime, anywhere. Consumers and customers are empowered with more information than ever before. This makes the quality of every connection that much more critical. It’s no longer enough to be simple and fast. We have to think beyond new tactics and strategies …

Silo-Busting for Better Customer Experience

December 8, 2016 by Carla Johnson One of the biggest challenges in delivering a seamless, consistent customer experience is organizational silos. Silos hurt the flow of information and fracture employee attention. Groups tend to focus on metrics that address their area of responsibility, which may hurt the overall customer experience if they aren’t tied to the overall experience that’s delivered …

97 Customer Experience Stats Marketers Need to Know

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the importance of customer experience, few understand what it takes to become a leader. For marketers, this is a major area where we can deliver value across the organization. But even …

Know Your Customers “Job to be Done”

November 15, 2016 by Carla Johnson I was talking to the CMO of a $7 billion technology company this week about his secret to success. In just two short years, he’s been able to build a highly innovative, highly accountable team that delivers customer value. And I don’t mean “value” as in people recognize the logo when they see it. …

The ROI of Improving Employee Engagement

October 18, 2016 by Michelle Smith Many leaders have spent countless hours hoping for business to return to pre-recession vitality levels. They’ve waited for something to rescue them from the seemingly endless challenges they’re facing on a daily basis, and wondered where the next big breakthrough is that will finally snap the economy out of the doldrums and set their …

From Stories to Experiences: Marketing’s Evolving Role in Creating Value

September 27, 2016 If ever there were a profession suffering from motion sickness, it’s marketing. Upheaval from a sea of constant change is truly the new norm. Sure footing is a thing of the past. As we look to deliver value within our organizations, we find that our arms need to span greater breadths and depths. First we thought alignment …

How Marketing & HR Can Build a Much Better Brand Together

August 25, 2016 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 …

Where Do You Fall on the Customer Experience Maturity Scale?

August 16, 2016 by Carla Johnson Customer experience isn’t a new idea, but the growing attention to it is. Customers are more widely connected than they’ve ever been, easily hopping between a growing number of devices. They’re looking for a rich, consistent experience that delivers value – whether that’s information or entertainment – whenever they want it. Marketing’s ad hoc …

What’s Brand Storytelling and Why Do You Need It?

August 11, 2016 by Carla Johnson Frustration. I’m hearing more of it and not just from marketers – but from executives as well. Conversations that used to be within the walls of marketing are overflowing into the C-suite. And a big part of that conversation is about relevance. How do we become more relevant not only to customers, but to …