Join Drew Boyd and his fellow LinkedIn Learning instructor, Marta Dapena Barón, to learn about the newly released version of the Marketing Foundations course.
Have you ever been part of a go-to-market strategy exercise? Did you find it challenging? Were you satisfied with the outcome? Developing go-to-market strategy is complex – it involves making choices considering lots of information, such as market trends, customers, competitors, suppliers, and the regulatory environment among others. Thankfully, the Big Picture Strategy approach helps you reduce complexity by focusing your team on the six foundational elements all go-to-market strategies must address: brand, business category, bodies, beliefs, behaviors, and benchmarks – the 6Bs.
Storytelling is foundational to how humans learn and connect. Stories activate neurochemical processes that make us feel safe, help us relate, motivate cooperation, and stimulate memory. In order to break through the endless cacophony of messages today, successful marketers employ the power of brand storytelling to engage and motivate their target audiences.
Customer loyalty is one of the most popular topics in marketing, but not all loyalty is created equal. Within the Big Picture methodology we have identified three types of loyalty, which we call Heart, Head, and Hand. While customers may exhibit different combinations of loyalty, one tends to dominate.
A business team recently asked whether I could help develop a value proposition for their supply-chain rationalization project. The project had been developed to save on inventory costs, but it was also tweaked to benefit customers. While rationalizing the supply chain is a worthwhile goal, it does not necessarily benefit customers; in fact, reducing product and distribution costs sometimes has the unintended consequence of disrupting customers’ brand experience.
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