Corporate Branding
McDonald’s Wants to Know You, The importance of Customer Engagement, and Netflix Falls Off a Cliff
Fries, a Shake, and a Big Mac. You may think when you order at a McDonald’s they know all about you. Not really, but boy, do they care. With the challenges of the pandemic, supply chain shortages and price increases, keeping customers engaged and coming back became a challenge. Many retailers, and now McDonald’s, have…
Read MoreFinding the Perfect One
You offer great value, but how do you find that perfect customer? It often seems that the perfect client, the perfect person is elusive, and not easy to find. Yet you know that what you do—how you are, how you deliver on your promises—will be exactly what that one potential customer, that one person also…
Read MoreMarketing and Brand Strategy are the New Business Strategy
Living in A World of Constant Change. For every company, every brand, and every business from startups to Fortune 500s, the marketing plan is often seen as driven by the business strategy. This idea is a traditional view from business management practices of the last century. Actually, they’re one strategy in this constant world of…
Read MoreDisruption – Knowledge, Flexibility, and Revolutionaries
The Unexpected Challenge. The ability to shift, change and adapt is an essential part of what organizations need to do to survive and manage change in today’s world. Understanding this must be part of marketing and business operations. If your customers are not paying attention or they’ve totally changed, you need to know this. Disruption…
Read MoreFirst Impressions and Why They Matter
Grow Your Customer Base On A Foundation Of First Impressions. In the overwhelming volume of digital content thrown at us in 2022, attracting and securing consumers’ attention is a bit like finding a safe path in the middle of a thunderstorm — connecting with a critical message that matters to strangers despite the noise and…
Read MorePeople, Personas and Motivations– Behavioral Marketing Works.
Blasting Ads At Everyone is Like Talking to No One. Historically, marketers have had a very difficult time identifying groups or subgroups that best benefit from a product. Obviously, that never stops anyone from selling. With minimal data to work with, companies bombarded consumers with unrelated ads, emails, phone calls, and other outreach that is…
Read MoreThrowing Marshmallows in a Dark Closet
Why Much of Marketing is Noise. Understanding who your customers are, what their motivations are, and connecting with them is absolutely essential in the sales journey. Whether B2C or B2B engagements the same methodology applies. When customers are offered what they need when they need it, it’s a perfect match. However, for the most part…
Read MoreCrypto QR Code, Uber’s Customer Journey, Millennials and Craft Beer
Why Not Try a Super Bowl QR Code Ad? A $7 million price tag for a 30-second Super Bowl ad may have been worth every penny for Coinbase, a cryptocurrency exchange app. With roughly 100 million viewers it’s worth throwing some serious money at an ad if it can get measurable results. So why not…
Read MoreThe Customer Journey, Building Connections That Stick
Building Brand Value is About Creating Relevance Over Time. At Radiant we focus on what is at the core or essence of a brand, a company, an organization. Diving into this essence and doing a competitive analysis is essential since your audience or customers are hearing a cacophony of voices, offers, and representations of value. How…
Read MoreAmateurs, Experts, and Strategists
Focusing on a Plan Requires A Strategic View. The key to understanding economics, marketing, and war is in seeing the big picture and being able to adapt, shift and change even the small things to achieve your goals. You can’t get stuck in one way of viewing the world. That becomes the weak point because…
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