Rachel Applegate

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Don’t Sell a Product, Sell a Whole New Way of Thinking

We all know the story. A team creates a groundbreaking new innovation only to see it mired in internal debates. When it is eventually launched in the market, there is an initial flurry of sales to early adopters, but then sales cycles become sluggish. Pilot customers are enthusiastic, but broader …

Five tips for building your brand

Building a brand is a strategic process. The objective is to create a positive market perception for your business. Here are five simple steps to follow.<p><b>1. Think long term.</b> If you are success-driven, you imagine what your business will look like 10 years down the line. Your core brand positioning …

Customer Service

Research: 10 Traits of Innovative Leaders

Many organizations would like their leaders to create more innovative teams. But how exactly should they do this? If you ask highly innovative leaders what makes them effective you are apt to hear, “Well, I don’t know. I haven’t thought about it.” Or they will make something up that sounds …

How to Use Brand Emotions to Make Your Brand Come Alive | Inc.com

<b>Your brand is simply the emotional associations and gut level "sense" of how your company, product, or service is intuitively perceived by your market.</b><p>So how do you actually work with this--use this--in the real world to help shape the way your staff, your customers, and your market see your …

Customers

4 Advanced Targeting Tactics to Use on Facebook Ads | Inc.com

With more than 1.35 billion users around the world, there's a good chance that the target audience for any business can be found on Facebook. That's great in principle, but in reality, it's about as helpful as saying, "There are fish in the ocean." Marketers need to know how to fish for their …

Marketing

5 Winning Characteristics of Modern Marketing Teams

Marketing organizations today are struggling to adapt to and thrive in a world where the customer is king and competition for share of mind- and share of wallet- is fiercer than ever. Research has shown that customers are completing as much as 60% of their purchase decisions before connecting with …

Dear Entrepreneur, You're Telling the Wrong Story

Opinions expressed by <i>Entrepreneur</i> contributors are their own.<p>How many times have you been told by a marketer that your company’s marketing strategy must include storytelling? One of the recent trends in marketing is for companies to “tell their story.”<p>While there is nothing wrong with telling your …

Customers

10 Things You Need To Fix Before Your Customers Leave You

No matter how loyal and engaged, customers will leave your business from time to time, never to return. It’s part of the changeable human condition.<p>To pick an extreme example, customers sometimes [spoiler alert] will die. This irrevocably marks the end of your commercial relationship, assuming you …

How to convert your loyal customers into brand ambassadors

A great salesperson knows that in order to reach marketing success, a business must not rely on self-initiated efforts in promoting one’s brand …

How to Tell Your Small-Business Story

Opinions expressed by <i>Entrepreneur</i> contributors are their own.<p>Perhaps best coined be TED speaker sensation Simon Sinek, “Very few people or companies can clearly articulate WHY they do WHAT they do.”<p>Indeed, while talking about storytelling for businesses, the question I get asked most often is: …

Marketing

CMOs, Here Are The Three Types Of Analytic Talent You Need To Hire Right Now

Today’s case studies about data-driven marketing present stories of leaders and their successes. After all, history is written by the winners (or their vendors). However, many CMOs may be feeling like they’ve been sucked into the jet engine of this Big Data thing, and are struggling to create some …

5 Presentation Lessons From Apple's New Rock Star

Opinions expressed by <i>Entrepreneur</i> contributors are their own.<p>Since I wrote a book titled <i>The Presentation Secrets of Steve Jobs</i>, I’ve been searching for a presenter -- at Apple or any other company -- who comes close to sharing Jobs’ presence on stage. It hasn’t been easy. Jobs was charismatic, …

Public Speaking

How Yeti Made a Cooler an Aspirational Brand

Yeti is reinventing the utilitarian cooler as a status symbol.<p>Named for the abominable snowman, Yeti is shaking up the market for coolers with …

Advertising

From Religious Symbols to Lego Bricks: How to Build an Iconic Brand

Ever asked yourself why, when trying to define the ultimate stage of fame and popularity for a brand, we call it iconic?<p>If you were to Google-image …