Kate Niven Morse

The New Equation. I love this article from the HBR about brand building and performance marketing. Businesses only tend to only care about what they can track, and for many entrepreneurs and independent financial advisors – branding, sentiment, experience – these are too “squishy” for them to track, let alone care about. And yet, the biggest and best brands in the world care about them DEEPLY. But what if we could track their impact? Enter the new equation: brand equity. Emotions count for more than 90% of consumer decision making. Read that line again. We’ve learned from our own research that retirees care more about your dog than your industry credentials… because they have an emotional reaction to Spot. And because all business is done between two people and it’s done at the speed of trust. "Dog person" is easier to understand than 3-17 letters after your name. (But those matter too! It's just about WHEN they matter. After they already start to trust you.) You can’t afford not to care about your customer’s experience. The avatar for that experience? Your brand. I’ll tell any Advisor in the early stages of their business to focus on growing, building, active marketing. The best branded company that doesn’t do any business is no business at all. But there’s a tipping point – brand matters, and the metric to track is brand equity. https://lnkd.in/gM68x_5M

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How did your Q1 go? Did unexpected roadblocks pop up on your path to your annual goals? 🛑 It happens to all of us, but here's the good news: we're in this together! 💪 Join us for a live coaching session where we'll tackle those challenges head-on. Bring your latest and greatest struggle, and let's work together to find the solution that propels you forward! 🚀   Don't let obstacles hold you back any longer. Let's turn those challenges into opportunities for growth and success! Drop a 🙌 below if you're ready to take on the challenge with us. The ONE Thing Powered by ProduKtive LINK TO REGISTER: https://lnkd.in/gSXtv7cd

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People don't want to hear corporate bullsh*t. They want authentic voices, stories, and ideas. Especially when it comes from the CEO or other leaders. As Stephanie Roberts and I discussed, it's important for the CEO to partner with the communications department to craft the right messages. The CEO needs to share his/her stories with the communications dept. And the communications pros need to craft messages that don't rely on jargon & corporate speak. --- BTW: I work with corporate communications pros to help them help their leaders tell compelling stories. Learn more here: https://lnkd.in/dXVHyHV

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