Brand­ing and posi­tion­ing almost always involve theft and warfare.

The mean­ing of your brand and the “posi­tion” you want in the minds of con­sumers is usu­al­ly already occu­pied, or at least con­tested, by another brand. Some­body else owns, or is try­ing to own, what you want because there are only a few posi­tions worth own­ing. If you want to plant your flag on a certain piece of men­tal real estate, you’ve got to remove the flag of your competitors first. Either steal the land out from under them or fight for it:  theft and warfare.

We just wrapped up our 2019 BrandsFormation™ seminar with the BrandsFormation™ author himself, Chuck Mefford. As usual, it did not disappoint. Chuck is a captivating speaker who draws in his audience from his first word to his last. His inspirational stories and words of wisdom held the attention of each person in attendance.

Marketing is a necessity for a business to survive, and the right marketing partner can be an invaluable resource, serving as a trusted advisor. Your company deserves the best, and you should expect outstanding quality from the people with whom you do business. Over the years, we’ve identified six characteristics that distinguish the best marketing partners from everyone else.

A MOMENT OF TRUTH

Jan Carlzon, who is an author and marketing professional admired in the industry, explains that “any time a customer comes into contact with any aspect of your business, however remote, they have an opportunity to form an impression.” This means every interaction and/or contact you have between yourself and your customers will leave an impression, which is explained by Carlzon as simply the “moment of truth.”

Looking for your next opportunity? You’re in luck: with unemployment at an all-time low of just 3.7%, it’s a job seeker’s market right now. With an increased playing field of potential employers, job seekers have more choices than ever when it comes to pursuing a new career, whether that’s in the same industry or a new one. When deciding where to take your career in 2019, there are a few things to consider as you navigate the job market. Check out our list of do’s and don’ts of a job seeker’s market:

Are you a Game of Thrones fan? All of the buzz surrounding the hit show earlier this year has us thinking, “Fall is upon us and winter really is coming sooner than we think!” For businesses, this means that marketing strategies should begin to shift in alignment with shifting consumer behavior patterns. 

When looking for a new professional opportunity, there are plenty of things to consider, from salary and benefits to commute time and growth opportunities. Yet in recent years, company culture has become an increasingly important point of consideration for employees: a Glassdoor survey found that 56% of employees prioritized company culture over salary. This is especially important, as job hopping has nearly doubled over the last twenty years. How do you ensure that your company culture is one that will attract and retain team members? Check out our five keys to a positive company culture below:

For many small businesses, advertising can be a source of frustration. Looking at big businesses and the size of their marketing budgets, it’s easy to feel inadequate and unable to compete. However, even those large dominating brands once began as small businesses with limited budgets. They grew over time by implementing specific disciplines that formed a foundation on which they could build. By putting into practice our 3 tips for advertising on a budget, you’ll be able to do the same.

Systems offer stability. They provide your business with a set of actions and goals that are both understandable and attainable. Attempting to successfully market a business without a well-outlined system in place is a recipe for disaster. That's why, at Zimmer, we highly recommend a marketing method that is proven to produce results time and time again: The BrandsFormation™ System.

After numerous phone calls, plenty of questions and countless applications, you’re finally here: your new hire’s start date is just around the corner. You have the date marked down and you have their training materials ready to go. You run through a mental list of first day onboarding, but you still have your own responsibilities to cover and you start to feel overwhelmed.