Let’s Give Them Something (Good) To Talk About!

A few short years ago while heading marketing for one of the top global health benefits providers, I had just come out of a meeting with the CEO and immediately called my own staff to provide all the answers to several burning issues. At the end of that meeting my head of research, MY HEAD OF RESEARCH… stood up and said, “I’m going outside to have a cigarette and find out what is really going on!”

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When you do your competitive analyses, are you thinking about what you are competing with in your customers brains? Companies that compete in the same category “on paper” often don’t compete with each other in the brain. Think Starbucks vs. Dunkin’ Donuts. Through the Vital Indicators process, participants will do a deep dive into the minds of their segments to determine exactly who and what their brands are competing against, and what to do about it.

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Vitalincs Marketing Strategies Employee Engagement Brand StrategyA major scientific laboratory focusing on genetic diseases had a problem… they weren’t being given credit for the advanced scientific work they were doing. As a result, donations and grants to the lab were flat or down, they had problems attracting top scientists, employees didn’t share a unified sense of mission.

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Vitalincs Marketing Strategies Employee Engagement Brand StrategyA true Leader means you are perceived as the true intellectual powerhouse of your category. It means that you have the command of the issues impacting the vitality of the markets you serve, not just their needs. It means… you do more than sell them stuff. It means you are the one others follow… but often our leadership potential gets masked in the daily “noise”, challenges and occasional pitfalls that business will spring on us.

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Paraphrase Transcription:

Q: Tell us when you first had a calling to start your own business? How did you make the transition that so many just dream about?

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