Brand

How to Manage a Legendary Brand

June 27, 2014
Bryan Eisenberg
Brand, Buyer Legends, Customer Experience

There are bad companies, good ones, great ones, and then there are legendary companies. Legendary companies that disrupt, innovate, revolutionize their space.  These companies lead, not just in market share, but in the hearts and minds of their customers. They come in all shapes, sizes, and business models.  Yet each one can teach us something about how our companies can become legends. In just under two decades Amazon.com has become in the digital age, what the Walmart was in the…

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Lonely Maytag Repairman

The Lonely Brand Story Meets Social Media

May 30, 2014
Bryan Eisenberg
Advertising, Brand, Buyer Legends, Content Marketing, Customer Experience, Social Media

Brands must make sure their stories are being told properly across all channels and that they can measure alignment and congruence across the channels as well. In 1967 Maytag aired its “lonely repairman” TV commercial, telling the first of many tales of a Maytag repairman with nothing to do and nothing to repair. The Maytag repairman became an icon and for more than 40 years the campaign bound the word “reliability” together with Maytag in the minds of millions of…

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Buyer Legends ebook Special Preview

May 28, 2014
Bryan Eisenberg
Brand, Content Marketing, Conversation, Personas

Dear Cognoscenti Friends, Thank you for following the link from the Monday Morning Memo. Wizard Academy is our home and you are part of our tribe. We appreciate your interest and want to keep you informed. Here’s a little more information about Buyer Legends, the ebook to be published this summer, and a Wizard Academy course. Buyer Legends is the process of using narratives and storytelling in your marketing and selling efforts. By writing stories – or buyer legends –…

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what is keeping the cmo awake

SXSW, Not All That Keeps CMOs Up at Night

March 7, 2014
Bryan Eisenberg
Brand, Customer Experience, Trends

It sounds like IT, not marketing! Data breach, identity protection, customer security – these are terms that never concerned marketers much. The breaches that retailers Target, Neiman Marcus, Zappos, and other brands like Evernote, Living Social, LinkedIn, and Adobe suffered have impacted the way consumers are interacting with brands. Security is now also a chief marketing officer’s (CMO) challenge – it is no longer only a worry for the chief information officer (CIO) or chief technology officer (CTO). The challenge…

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Can I Help Inspire Your Organization to Change in 2 Links?

March 3, 2014
Bryan Eisenberg
Advertising, Big Data Marketing, Brand, Customer Experience, Strategy, web analytics

I want to share two links I reviewed last week that will hopefully change the way you look at digital marketing & advertising and the way you manage data in your organization. Digital marketing seems to push people to be more analytical in their approach and there is nothing wrong with that, but you need to add the creative and intuitive side to your digital storytelling and marketing analysis. Start with this video (thanks to Jeff Sexton for the share):…

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Super Bowl 2014 Advertisers: Did They Win the Search Game?

February 7, 2014
Bryan Eisenberg
Ad Continuity, Advertising, Brand, Customer Experience, Landing Page, PPC, Scent, Search Marketing

There were many aspects of Sunday’s game that left people quite disappointed. Forget the game. I don’t even want to comment on the persuasiveness of the Super Bowl television ads. Today, we are just going to look at how well those advertisers did at blocking and tackling the digital marketing fundamentals of capturing search and meeting the expectations of potential customers arriving at their landing pages. You may be as disappointed as I am about what marketers haven’t learned in…

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Great Metrics Lie About Social Media

November 15, 2013
Bryan Eisenberg
Brand, Customer Experience, Social Media, web analytics

A Bain survey recently shared that 80 percent of company executives believed they delivered a “superior experience” to their customers. But when Bain asked the executive’s same customers about their own perceptions, only 8 percent of customers felt those companies were really delivering. That’s a huge disconnect. How can that be? Great social media metrics often disguise mediocre performance. That’s what happens when metrics are focused inwardly on company performance instead of customer experience. It happens everywhere but nowhere is…

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Jeff Bezos’ Secret to High Conversion Rates

April 19, 2013
Bryan Eisenberg
Benchmarks, Brand, conversion rate, Customer Experience, Strategy

If you do business, online or traditional business, I hope you took the time to read Amazon.com CEO Jeff Bezos’ 2013 shareholder letter. In it he shares this tidbit: “Our heavy investments in Prime, AWS, Kindle, digital media, and customer experience in general strike some as too generous, shareholder indifferent, or even at odds with being a for-profit company. ‘Amazon, as far as I can tell, is a charitable organization being run by elements of the investment community for the benefit…

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