indian business consultant

5 Common Brand Messaging Mistakes by Marketers

<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b><br /></b></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRyQScaRV2WdXJu6vNeD27sg2UvXAgJ-6WU8SHwpKBe2p8s-PT6dlYdrecO1iPOuB4rOlHbDsNUGnJfwzIpNm0uKmvQZf85rle5wSxoJ1y0e_6j3mPQRBlErIkt00piXY2iYPCDm4LxJeX/s1600/man-question-mistake.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="188" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRyQScaRV2WdXJu6vNeD27sg2UvXAgJ-6WU8SHwpKBe2p8s-PT6dlYdrecO1iPOuB4rOlHbDsNUGnJfwzIpNm0uKmvQZf85rle5wSxoJ1y0e_6j3mPQRBlErIkt00piXY2iYPCDm4LxJeX/s1600/man-question-mistake.jpg" width="320" /></a></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>1. Not Speaking to Customers’ Values</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Too often, marketers orient messaging around what they believe to be the most important features of their product or service, instead of looking into what’s actually important to target customers. Take the time to understand your customers and their values, then align your messaging accordingly. One way to get insight into customer values is to ask them to complete a short survey, either in your store or online using a service such as SurveyMonkey. If your primary interaction with customers is in-store, you could even load up your online survey on an iPad and ask people to take the survey at the point of check-out for an instant discount.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">For example, a small chain of discount tire stores might use an in-store survey to compare what customers value. For example, the store may find out that while cost is important to its customers, “family” and “safety” are the two things they value most. The company could then shift its messaging from “lowest cost” to “keeping your family safe on a budget.”</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>2. Relying Too Heavily on Buzzwords</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Everyone wants to be part of a major trend, whether it’s being a “big data” company, a “slow food” restaurant or a “mompreneur.” The problem with relying on these buzzwords to define you is that the more popular they become, the less impact they have. People begin to simply tune them out.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">This doesn’t mean you can’t use popular category phrases at all. Just use them sparingly, and pair them with words that differentiate you and pack a unique punch.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>3. Failing to Make Your Messages Portable</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Many companies rely on word-of-mouth to drive business. Is your messaging “portable” enough for these customers to easily spread the word?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Your logline should give people an idea of what you offer and provide some sort of hook to stimulate interest. For example, “a boutique PR agency that specializes in launching hot emerging tech companies” or “an accounting firm that deals exclusively with small-business audits.”</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Once you’ve got your logline, go back through your marketing copy and make sure these simple messages come through loud and clear. You can also use the logline itself in your marketing materials, on your web site and social media properties, and in conversations with customers and prospects.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b><br /></b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>4. Forgetting To Excite</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">You know that sensation of arriving home after a short drive and not remembering any details of the drive?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Much of our life is spent in this “auto-pilot” mode, making decisions based on our habits, emotions and gut instincts. It’s up to you to wake people up and inspire them with your messaging .so infuse your language with as much excitement and energy as possible, and use action verbs rather than the passive voice.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>5. Messaging By Committee</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">When you fill a conference room with senior managers for a messaging session, it’s not unusual for everyone to have a different opinion about what the company does, accompanied by a strong need to be heard.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Your messaging shouldn’t sound like it was fused together in a lab. While it’s valuable to get multiple opinions, don’t fall into the trap of trying to please everyone in the room. Stay true to your audience’s values, be authentic and communicate in straightforward terms.</span></div>
</div>

5 Common Brand Messaging Mistakes by Marketers

1. Not Speaking to Customers’ Values Too often, marketers orient messaging around what they believe to be the most important feature...

Intrinsic Honesty

<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwKK-plXnEnElaEzu2ZCcWAKXIdAgsu1lPfsQs34Nn9HY8pfZFAJQtgnFsn-ClFD5308cDRo-7FbLex07XTV60JUiWYMhV-CXYPnx0FovHDg4DZSq2SSUc3VyH06L95whyHFhFa4rUpDc_/s1600/decipline+life.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="207" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwKK-plXnEnElaEzu2ZCcWAKXIdAgsu1lPfsQs34Nn9HY8pfZFAJQtgnFsn-ClFD5308cDRo-7FbLex07XTV60JUiWYMhV-CXYPnx0FovHDg4DZSq2SSUc3VyH06L95whyHFhFa4rUpDc_/s1600/decipline+life.jpg" width="320" /></a></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The world of business ethics often seems so dominated by legalities, protocols, and rules that we forget what business ethics is all about ensuring that people make honest choices at work. It's about individuals like you who rely on your conscience and character to make honest choices on the job. Granted, training is certainly a part of supporting and equipping you for work, but the fact remains that a company can't train its way to ethical utopia. It has to have people who have a moral compass and an intrinsic, inner sense of right and wrong.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The word "intrinsic" implies something that is a part of one's core nature, as opposed to "extrinsic" which is something imposed by outside forces. To help you understand this, think about the very first, knee-jerk reaction that you have when you make stupid mistake or are caught doing something wrong? A momentary urge to weasel out of the situation may be a natural human response, but anything more is not a good sign. If there is not an immediate, overriding urgency to tell the truth, then your honesty is not as intrinsic, or deeply rooted, as it should be.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">An intrinsically honest person is someone who does not have to weigh his or her ethical options in order to know what is right. Before you consider this topic to be too far out of reach or too simplistic, take a few minutes to consider it carefully. You might say, "I think about right and wrong all the time, so that makes me intrinsically honest." True, every human has an internal sense of morality at some level, but that is not quite "intrinsic honesty."</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Most likely you've heard the term, "Honesty is the best policy." Now, consider how committed you truly are to that principle. At what cost are you committed to making honesty your best policy? Is it worth your losing your job? An intrinsically honest person is someone who is not afraid to stand-up and feel a little sacrifice and pain for his or her deeply held moral beliefs because he or she is motivated by principle. One chooses honesty even if it costs something. A crisis between principle and self-preservation is the true test of one's honest nature. A person who is mostly concerned about self-preservation will do whatever it takes to save his skin even if it requires deception.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">There are two types of "honest" people, those who are honest because they have to be (for fear of punishment or consequences) and those who just are. Intrinsic honesty is something that everyone can attain if there exists a willingness and desire to reach it. You shouldn't have to live in ethical gray areas, looking over your shoulder to see who's watching.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Whether you consider yourself to be intrinsically honest or not, the first step toward understanding is becoming self-aware. Be honest with yourself. Analyze your thoughts, feelings, and emotional reactions toward ethical dilemmas. Do you have a propensity to make excuses, blame others, or deny guilt? Do you ignore your conscience or create mental illusions to avoid reality? Then you need to align yourself with a personal moral code of ethics - preferably one that is written and follows traditional values.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Finally, you need to start the hard work of reshaping your ethical life by developing good habits and attitudes that stick and become internalized. Good thoughts and honest intentions are only as good as your ability to put them to work.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">For most people, this does not require a dramatic personality shift but a basic realignment of your principles, priorities and thought processes. Of course, being intrinsically honest doesn't mean that you're perfect. On the contrary, intrinsically honest people make mistakes too. Perfection is impossible, but being intrinsically honest is very doable.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The benefits of becoming intrinsically honest include an increase in your moral strength, security, and self-confidence. In business you have to think fast and make good judgments instinctively. Knee-jerk reactions can sometimes take you places where you don't want to go. But for an intrinsically honest person, knee-jerk reactions may not be all that bad.</span></div>
</div>

Intrinsic Honesty

The world of business ethics often seems so dominated by legalities, protocols, and rules that we forget what business ethics is all a...

The Workplace: Ethics Melting Pot or Equalizer

<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnfEmhnZCFCIsWGQ2mcXFyNBFi3_I4b-nFSDWxa4sMNA86Yohe8GjTXaA2b-HwdPHdGOMwxEcxzpk66oLGPTX2dcqmmV9ND5zIirbMEaxZazsWCDP2BMqZDu9_xTEuwARsAwylLR04Y6u6/s1600/team-players-in-business-setting.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnfEmhnZCFCIsWGQ2mcXFyNBFi3_I4b-nFSDWxa4sMNA86Yohe8GjTXaA2b-HwdPHdGOMwxEcxzpk66oLGPTX2dcqmmV9ND5zIirbMEaxZazsWCDP2BMqZDu9_xTEuwARsAwylLR04Y6u6/s1600/team-players-in-business-setting.jpg" width="320" /></a></div>
<div style="text-align: justify;">
<span style="font-family: Times, 'Times New Roman', serif; font-size: large;">For most of us the principles of good or bad ethics may seem like a pretty easy concept to understand. Right is right and wrong is wrong. But who's to say what's right and what's wrong? Whose ethical standards should we accept? Once you think about it, ethics seems much more complicated than your mother's warnings about what "good little boys and girls do." At work we need to come to a common understanding of what "big boys and girls do" so we can work in harmony and be productive workers. With the question of right and wrong unsettled, coming to a common understanding on ethical issues can be confusing.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, 'Times New Roman', serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Philosophers have debated right and wrong for centuries. Those who promote a pragmatic view of ethics, say it is what 's practical and works right now in this situation. The utilitarians say that the best kind of ethics is the kind that provides the most good for the most people. The hedonists believe that ethics should be what makes you happy. A theistic view points to God or a religious standard as the basis for ethical behavior. Of course there is a host of other ethical belief systems that include (but are not limited to) cognitivism, naturalism, conventionalism, mysticism, intuitionism, and on, and on.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">It complicates things when you think about people with all those ethical philosophies coming together for eight hours a day trying to accomplish something at work. This leads to the big question: How can people with such diverse backgrounds, experiences, cultures, moral philosophies, religions, and education agree on what's right and wrong (especially since those really smart philosophers have been arguing about it for thousands of years)?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The average workplace is a pretty diverse place. You'll find people from every kind of background working together. A culturally diverse workforce is viewed as a good thing. Talking about the best that people have to offer from different cultural backgrounds and experiences sounds good but can you have ethical diversity?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">As far as most companies go, ethical diversity is not the kind of diversity they have in mind. The workplace has all sorts of rules, standards, policies, procedures, and codes of conduct that spell-out plainly and simply what is </span><span style="font-family: Times, 'Times New Roman', serif; font-size: large;">good or bad ethics. "It's my way or the highway." Of course, this lack of appreciation for diverse ethical points of view solves the philosophical debate about right and wrong. As far as ethics in the workplace goes, the more homogeneous the better.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, 'Times New Roman', serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Within this common-sense kind of ethics, those from various ethical points of view can be relatively contented. Even those from different cultures and backgrounds can live with it. There is a certain sense of balance and security that comes with showing-up for work and knowing where the ethical boundaries are. It creates a win-win situation for everyone.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">In the world of opposing ethical theories, the workplace is the great equalizer rather than a melting pot. A diverse society with individuals from all over the philosophical spectrum, can find continuity in positive moral principles and common sense ethics. Although the workplace may offer a lack of ethical choices and philosophical theories and debate, it really works out for our benefit. As for the pseudoegoistic deontological hedonist philosophe he's on his own.</span></div>
</div>

The Workplace: Ethics Melting Pot or Equalizer

For most of us the principles of good or bad ethics may seem like a pretty easy concept to understand. Right is right and wrong is wro...

A Disciplined Life - An Ethical Life

<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHzaGG42WXQr8Y9f_dI2hQW5LS19799UFrGqzNkTdjfC1msDt1CQMvP6CI4WMwL9k6-emzWvnbHOunsySnmA7y18ZVxYH_Bz8y1vyCmGZ7AZZfRhxdaoPAZ54pheNjpYrCH6-XzQgevbYD/s1600/decipline+life.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="207" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHzaGG42WXQr8Y9f_dI2hQW5LS19799UFrGqzNkTdjfC1msDt1CQMvP6CI4WMwL9k6-emzWvnbHOunsySnmA7y18ZVxYH_Bz8y1vyCmGZ7AZZfRhxdaoPAZ54pheNjpYrCH6-XzQgevbYD/s1600/decipline+life.jpg" width="320" /></a><span style="font-family: Times, Times New Roman, serif; font-size: large;">Most discussions of ethics center on what you do or don't do. You compare your actions against various ethical standards and deem your actions as either right or wrong. Although it sounds simple enough, there is a sense of tension and uncertainty in any discussion of ethics because every person brings all kinds of other "stuff" to the table such as his or her personal feelings, experiences, values, and principles. The end result is a short-term focus on the behavior itself rather than on anything bigger or meaningful. People have widely different ethical standards, and interpretations. So, instead of asking yourself, "Am I ethical or not?" you might try asking yourself, "Do I have discipline in my life or not?"</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Discipline is good. Of course, having a disciplined life is not just about good ethics. Losing weight, quitting smoking, getting more sleep, reducing stress and a host of other behaviours require discipline. The common denominator in all these is that living a disciplined life usually helps you rather than hurts you. It is what we do to divert ourselves from a life of instant gratification, reactionary living, and stagnation.Living a disciplined life is something that everyone can achieve. To help, start with these three steps: obedience, order, and self control.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Being disciplined shows obedience to something. You need to know and adopt basic standards of right behavior for your life. You can't have discipline without some standard by which you measure your progress. In an ethical sense, you need to know what is right and wrong and then consciously choose to do right. Your moral standards must be concrete and unequivocal. They can't be a moving target.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Discipline is about restoring order to your life. This is what discipline does and this is the first step in doing it. We must set up our lives for success. Oftentimes, because we live life without order, we live for the moment and are doomed to only react to situations. In the physical world, we create order by staying organized, setting up systems, being efficient, and structuring our day and our physical space so that we have control. Ethically, we bring order by behaving in an ethically predictable way, having systems and steps in place to solve problems, knowing the rules and resources available, and having </span><span style="font-family: Times, 'Times New Roman', serif; font-size: large;">confidence in who we are. When we add order to our world, we retain control and make a disciplined life easier to achieve.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, 'Times New Roman', serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">No matter what you do, living a disciplined life will not occur without self control. There's no easy path to self control. There's no magic pill or mental exercise that will take you past that final step toward a disciplined life. Although clearly defining your standards and achieving order will certainly help, the hard work of training the mind and resisting temptation puts the ball completely in the court of the individual. The good news is that the more self control you practice, the easier it will get. If you have lived your life with little self control until now, doing so may feel like an addict going cold turkey. But no matter how hard it may seem, it will be worth it because the change inside will be long lasting and truly meaningful.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The funny thing about discipline is that it can't be accomplished by anyone else but us. We have to want it. Unfortunately, most of us approach ethics out of fear of punishment. Outwardly imposed discipline is not discipline but mere punishment. There is a sense of freedom that comes with a disciplined life. On the surface, the words "freedom" and "discipline" seem contradictory, but in fact, they are not. One who practices a disciplined life has much more freedom than the person who does not. Worry and uncertainty is reduced. The person who practices discipline has a handle on things. Discipline brings a sense of peace in face of an ethical crisis.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Consider ethics as not something that has to be done, but a natural result of a life of discipline. You don't have to "be good", rather you "become good." It is a state of being that you can achieve if you set your mind to it.</span></div>
</div>

A Disciplined Life - An Ethical Life

Most discussions of ethics center on what you do or don't do. You compare your actions against various ethical standards and deem yo...

Fair Business Dealing in an Unfair World

<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0_QNsY_zsTGiE7xOB0APcUf7b57XFm6PaGmMQ8iq9Uis3NAIeUubVCXRHvQP_OF1zqtBddreNgK4QTSdoSFAPwHheWfI-LeW-Hq9ri9pTGX2x_HedJsmP3G_I7t5xpjYmBthocNGfuPld/s1600/business-group-handshake_600x315.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="168" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0_QNsY_zsTGiE7xOB0APcUf7b57XFm6PaGmMQ8iq9Uis3NAIeUubVCXRHvQP_OF1zqtBddreNgK4QTSdoSFAPwHheWfI-LeW-Hq9ri9pTGX2x_HedJsmP3G_I7t5xpjYmBthocNGfuPld/s1600/business-group-handshake_600x315.jpg" width="320" /></a></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">A fundamental principle of ethics is fairness. Ethical people play fairly. They respect the rules, judge circumstances by ethical criteria, and follow through appropriately. In a competitive business climate, the ethical lines are blurred by the urgency to make the sale, outmaneuver the competition, and leverage anything and everything to close the deal. The big question is how you can stand by the principle of fair business dealing when it seems so advantageous not to.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">First understand what fairness is and what it is not. Fairness is not just about equality of outcome. It's about how you play the game. What makes our modern business culture so successful is that there are rules that govern how we do business so that everyone who plays has a shot at winning. The government does this through regulation and legislation such as antitrust and anti-corruption laws. Businesses do this by abiding by industry standards, clarifying ethical codes and procedures, and raising the bar for ethical business conduct. Although there is no guarantee of success, there is a reasonable assurance that everyone is playing by the same rules. This is fine and good, but how should we operate in a world where some play by the rules and others do not?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">You must first accept the basic moral principle that fair and honest business practices are the best options simply because they are the right things to do. If you don't, then everything can be either thrown out or accepted based on whatever subjective criteria you want. You have to decide to take the moral high ground even if you're the only honest person in sight. Of course, this is more easily said than done. There will be times in your life when you may feel pretty lonely after the warm feelings are gone and you're left with only your principles to keep you company.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">But it doesn't have to feel this way. Being able to deal fairly in an unfair world can be done successfully if you truly understand the scope and the power you have when you adopt honesty and integrity as your model for work and business.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Understand that playing fairly does not automatically put you in a weaker position. It is a myth that people who do things by the book are handicapped because they can't take a back door around obstacles. On the contrary, an honestly run business is something that you can leverage to your advantage. Honesty can actually add value to your work like money in the bank. In today's business culture a good reputation puts you head and shoulders above the rest. Trust is something that most customers will pay dearly for. </span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">How </span><span style="font-family: Times, 'Times New Roman', serif; font-size: large;">much would you pay for an honest car mechanic, contractor, or financial planner? The knowledge that you deal fairly and honestly with your customers is a commodity that has significant value. Be proud of it. Know that your fair business practices can put you in a position of strength rather that weakness.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, 'Times New Roman', serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">What really matters is the big picture and long-term success. Where are you going and are you ultimately successful in what you do? Criminals base their success on their latest heist. That's the short term benefit. The rest of us base our success on the long term outcome and the journey we took to get there. There is no argument that dishonesty can make you a quick buck. Sure, paying employees or subcontractors cash (off the books) will save you money. Not disclosing product defects or potential problems will move inventory quicker. And cutting corners may improve the bottom line. But at what cost and risk? If you take your success in business seriously, you will find that dishonesty is not worth it. Doing these things is foolish and short sighted because they simply don't work in the long-run.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Be assured that it is still possible to swim with the sharks and not get eaten. You can still play fairly and win as long as you are willing to play smarter. There's plenty of room for shrewd dealing, strategy, playing your cards right, and taking advantage of opportunities. If you are playing with others who skirt around the rules then you just have to play harder and smarter to win. But it's not just the reward, but what you will have learned along the way that will enable you to win again. It is possible to have your cake and eat it too. You can work fairly in an unfair world. An honest business model can be a successful business model. An honest work ethic can achieve far greater things than a dishonest one.</span></div>
</div>

Fair Business Dealing in an Unfair World

A fundamental principle of ethics is fairness. Ethical people play fairly. They respect the rules, judge circumstances by ethical criter...

What is a Marketing Consultant

<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">A marketing consultant works with companies to create and implement marketing strategies. These strategies are centered on the core of the business and what services and products they offer. A consultant helps create a detailed marketing plan, determine the marketing message, and identify the appropriate marketing mix to get the message out. They will then follow the plan through, and work to execute and implement the marketing strategy. They will monitor results, tweak as necessary and ensure that the companies gets the best results from their marketing efforts.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin6metKTm2lH8DjjNR3tgsQhCnhLCdkrZEkHcEMG_GVM9wWS8ZrQ6M5Pdbra2MOXWcF4qIXjmLeWR9nUKoouwgDrxRznhdxmtgOny8EUtp6fQvkmEvAQc0p2YN4vW6vZ131LrRVZQJTxTI/s1600/iStock_000018529063Small.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="232" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEin6metKTm2lH8DjjNR3tgsQhCnhLCdkrZEkHcEMG_GVM9wWS8ZrQ6M5Pdbra2MOXWcF4qIXjmLeWR9nUKoouwgDrxRznhdxmtgOny8EUtp6fQvkmEvAQc0p2YN4vW6vZ131LrRVZQJTxTI/s1600/iStock_000018529063Small.jpg" width="320" /></a></span></div>
<br />
<br />
<div style="text-align: justify;">
<span style="font-family: Times, 'Times New Roman', serif; font-size: large;">A marketing consultant will be skilled and knowledgeable in consumer behavior and marketing process. This includes having the ability to identify the companies target market and position their product or service offering in a way that will interest consumers and make them want to buy.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">A great marketing consultant will be able to not only think creatively but analytically. They must be able to not only be creative, but to be able to gain results from that creativity. Marketing consultants often run their own businesses and work independently or with clients marketing team. They are skilled in marketing, business, communications and psychology.</span></div>
</div>

What is a Marketing Consultant

A marketing consultant works with companies to create and implement marketing strategies. These strategies are centered on the core of the...

What is Creativity?

<div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Creativity involves two processes: thinking, then producing. If you have ideas, but don’t act on them, you are imaginative but not creative.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXEytl9ogC7mrcLahdY9oGVD6UyEaC2q9q9ErYkz85XiUHMxMIrovdeXXn-idUBH8NvcPhEbk7dZIoLdnPVOUcbe4tifTjQhnDeHvqTqm215dz7dB98Tr6JWrM9_TKHWFpOu_ge62-7x43/s1600/iStock_000021431921XSmall_610_300_s_c1_center_center.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="157" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXEytl9ogC7mrcLahdY9oGVD6UyEaC2q9q9ErYkz85XiUHMxMIrovdeXXn-idUBH8NvcPhEbk7dZIoLdnPVOUcbe4tifTjQhnDeHvqTqm215dz7dB98Tr6JWrM9_TKHWFpOu_ge62-7x43/s1600/iStock_000021431921XSmall_610_300_s_c1_center_center.jpg" width="320" /></a></span></div>
<br />
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">“Creativity is the process of bringing something new into being. Creativity requires passion and commitment. It brings to our awareness what was previously hidden and points to new life.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>What is Innovation?</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Innovation is the implementation of a new or significantly improved product, service or process that creates value for business, government or society.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Some people say creativity has nothing to do with innovation, that innovation is a discipline, implying that creativity is not. Creativity is also a discipline, and a crucial part of the innovation equation. There is no innovation without creativity. The key metric in both creativity and innovation is value creation.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>Creativity is the Most Crucial Factor for Future Success</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The effects of rising complexity calls for CEOs and their teams to lead with bold creativity, connect with customers in imaginative ways and design their operations for speed and flexibility to position their organizations for twenty-first century success.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b><br /></b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>The Creativity Gap</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">8 in 10 people feel that unlocking creativity is critical to economic growth and nearly two thirds of respondents feel creativity is valuable to society, yet a striking minority only 1 in 4 people believe they are living up to their own creative potential.</span></div>
<div style="text-align: left;">
</div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>Can creativity be learned?</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The short answer is yes.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Creativity begins with a foundation of knowledge, learning a discipline, and mastering a way of thinking. You learn to be creative by experimenting, exploring, questioning assumptions, using imagination and synthesing information. Learning to be creative is akin to learning a sport. It requires practice to develop the right muscles, and a supportive environment in which to flourish.</span></div>
</div>

What is Creativity?

Creativity is the act of turning new and imaginative ideas into reality. Creativity is characterized by the ability to perceive the world ...

Brand Strategy & Equity

<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhW-9M-ZV3WCSL-GLxPpE2Tsjtsxvnmh-zA6EUvHO7dmAdmxBDyxyMsfZVmbFFsw_fQb66xaRYNDcfz1gPstECangi0LLWDoF95J3XPOj6bJYI5twS5l6oHdlK_dGXwJYQ3JeXg_Yo1yO9V/s1600/branding.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhW-9M-ZV3WCSL-GLxPpE2Tsjtsxvnmh-zA6EUvHO7dmAdmxBDyxyMsfZVmbFFsw_fQb66xaRYNDcfz1gPstECangi0LLWDoF95J3XPOj6bJYI5twS5l6oHdlK_dGXwJYQ3JeXg_Yo1yO9V/s1600/branding.jpeg" width="320" /></a></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company's products or services that allows you to charge more for your brand than what identical, unbranded products command.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features that sell the shoe.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>Defining Your Brand</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">* What is your company's mission?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">* What are the benefits and features of your products or services?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">* What do your customers and prospects already think of your company?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">* What qualities do you want them to associate with your company?</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips:</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Get a great logo</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Place it everywhere.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Write down your brand messaging</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Integrate your brand.</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Branding extends to every aspect of your business.How you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Create a "voice" for your company that reflects your brand</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Develop a tagline.</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Write a memorable, meaningful and concise statement that captures the essence of your brand.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b><br /></b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Design templates and create brand standards for your marketing materials.</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.</span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;"><b>* Be true to your brand</b></span></div>
<div style="text-align: justify;">
<span style="font-family: Times, Times New Roman, serif; font-size: large;">Customers won't return to you or refer you to someone else if you don't deliver on your brand promise.</span></div>
</div>

Brand Strategy & Equity

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you adv...