Is your brand All about Me?

What’s the difference between a product-centric and customer-centric approach to communication? In a word: relevance. Whereas product-centric messages promote features and price, customer-centric messages promote a totally personalized solution based on individual customer needs.

Product-centric communication exploits the value of a single transaction while customer-centric communication addresses the lifetime value of the one-to-one customer relationship.

This begins with content that is about customer pains and issues instead of the wonders of our products. First, show the customer that you understand their needs and their situation, and when you have gained their trust, guide them to see how your products ... Read More

B2B Branding and The Unique, Valued and Consistently Delivered Customer Experience

By Dale Wolf

In the days of mass advertising that have now largely passed, the Unique Selling Proposition was a critical marketing strategy. The USP was the cornerstone to interruptive mass communications that created so many successful TV commercials that most of us can still recite the jingles for McDonalds or the slogans for Campbell’s Soups and hundreds of other brands. Repetition of USPs was a great marketing strategy when there were just 3 network TV channels and a nuclear family to watch them. Back then, though, most B2B marketers were not on TV. They used a similar USP strategy in the trade magazines.

Today, most of us refer to this as the Unique Value Proposition and it is a broader concept than producing a jingle. And this is where it can have vital impact ... Read More

The First to Jump … into Customer Experience Marketing

By Dale Wolf

I just found a blog by Cord Silverstein (the picture is borrowed from his site) that got me thinking again about innovation. The title was "... Read More