Author: Chris Wilson

Interview with 46 Rules of Genius Author Marty Neumeier

Marty Neumeier’s professional goal is to bridge the distance between business and design. As an advocate for creative thinking and innovation, Marty has published a must-read collection of quick read “white-board” books on branding, creativity and innovation, starting in 2003 with The Brand Gap, followed by Zag, and then The Designful Company. In 2013, Marty published Metaskills: Five Talents for the Robotic Age, which departed from the quick-read format, diving deeply into the future of workplace creativity. Marty’s latest book, 46 Rules of Genius was written as a  “quick start guide” to Metaskills. I caught up with Marty to ask him a few questions about his...

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Role of Channels in the Customer Journey

In Experian’s latest 2014 Digital Marketer: Benchmark and Trend Report, they asked marketers to identify how each of 12 channels fits into their customer’s journey, choosing whether each has a “greeter” role (creating awareness), operates as an “influencer” (generating interest) or is a “closer” (getting the sale). Here are some takeaways from their findings: 82% of marketers see the role of social media as a channel to create awareness or generate interest. Only 4% say that social media “gets the sale.” Website and email are seen as the top channels for driving purchase. Though more than a quarter of marketers do not have a mobile application, 20% of marketers say that their mobile app “gets the...

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Engaging your Brand’s Most Important Asset: Employees

Over the last year and a half, I’ve reached the point in my career where my success depends not only on my own strategies, planning, hard work and determination, but how well I can communicate those strategies and lead my team in executing those plans. That has gotten me thinking more about the importance of employees in the brand building process. A brand’s employees can be it’s greatest asset in building a strong brand. But employees can only provide true value to the brand when the have a clear understanding of what the brand stands for. What’s the brand’s...

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