A few pointers and opinions on Brand Marketing and Value Propositions.
Feel free to share your thoughts with me at hello@focusedpropositions.com

Sales and Marketing – are you talking the right language?

I recently met a marketer who had also worked in B2B publishing. We started talking about sales and marketing alignment and what working with direct sales teams had taught us. When you launch a proposition or campaign to sales, are you speaking their language and answering their real concerns?

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Target the value your clients really want

Matthias Mullenbeck’s TED talk about paying doctors to keep people healthy made me think about the impact targets have on our ability to deliver customer value. Aligning targets can make or break your new value proposition, especially in B2B sales-led organisations…

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Does fear of failure restrict your brand?

Seth Godin’s recent post about fear of failure really resonated with me. I can recall situations where I’ve held myself back and not said what I thought. Brands can make the same mistake. They want to be thought leaders but they’re afraid to have an opinion, so they don’t comment…

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Customer Experience – why hide it?

A friend of mine commented on Facebook about her customer experience in a US hotel. It was near the freeway so they’d provided earplugs – that were hidden behind the radio nowhere near the bed. Thoughtful touches bring your brand to life and reinforce your value proposition.  So why hide them?

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Brand consistency – extemporise not improvise…

In my music exams I was often given the choice between extemporising around a set theme or improvising from scratch. If you want brand consistency from your value proposition, you need to help employees extemporise around your elevator pitch so it feels natural and relevant to their role…

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Blue Ocean or Red Ocean – know your true value

This week I returned to Kingston Business School – where I’d gained my Masters in Marketing – to hear a great case study of how a blue ocean strategy can ‘appear’ over time, and why a value proposition evolves once you understand what problem you’re really hired to solve….

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Differentiation:  jumping off comfort island?

Differentiation is a cornerstone of marketing strategy and brand positioning.  A big part of what I do for my clients is to find the points of difference behind their company’s value proposition. But being different takes bravery and might just mean leaving comfort island, as I recently found out myself…

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Business strategy and the price of fish

It’s funny how phrases we grow up with can shape us. One of my mum’s favourite questions is: “what’s that got to do with the price of fish?”  Of course, I now find myself using it, and today it actually guides my work as a brand marketing consultant because it can be relevant to business strategy…

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B2B brands – complex or complicated?

The other day a colleague asked me why I work a lot with B2B brands. My reply was that they can be more complex so need help simplifying what they do into a clear value proposition. This got me thinking. Are B2B brands naturally complex or do we over-complicate how we understand or describe them?

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Storytelling – facts or fake news?

I spent the weekend listening to some brilliant and engaging storytelling at TEDx Kingston and it got me thinking about how much I’ve always loved stories. As a child of the 70s/80s I grew up with Jackanory; now I help brands tell their stories. But does a story have to be true? Or can it be ‘fake news’?

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