Small and mid-size companies can achieve a global impact with a niche strategy. Deighton uses their niche to sell beyond their backyard, and serve clients internationally. They serve a global market while delivering a personal, local experience.
BHAGs drive performance. Modern Engineering is one of the oldest machine shops in British Columbia, but they are standing out with a big hairy audacious goal, a BHAG. The goal stretches Modern to try things beyond their reach, but it also focuses their team on what's important.
Quality is a brand attribute many companies lay claim to, but few can clearly demonstrate. Pizza Nova defines quality as not only a core differentiator for their brand, but a core value. You can taste the difference in their products, experience it in their service, and observe it in their business model.
What do you want your website to do? We launched a new version of StickyBranding.com with a clear goal: generate email subscribers. Within 30 days email subscriptions are up 400%. And we're seeing gains across the board: 38% increase in unique visitors, 129% increase in average duration on the site, and the bounce rate fell from 86% to 35%.
Customers come for the products, but stay for the results. The Central Group has innovated beyond their products with sticky value-add customers. As Rick Eastwood, President of The Central Group explains, "We're not in the business of selling displays and packaging. We're here to help our clients get their products out the door."
Your founding vision will have a great deal of impact on your future brand. Are you building a business that will grow through the generations, or are you building a business to sell? ProVision IT is built to last, and their founding philosophy is embedded in their culture and systems.
"You can't manage what you can't measure." Sage advice. I'm not interested in the soft-squishy side of marketing. I want to see brand strategies that clearly move the sales needle. Mid-market companies can look to six brand metrics that drive sales.
Marketers have an annoying habit of converting real functionality into marketing hype. The financial services sector is particularly guilty of this, but First Affiliated is working hard to defend the Multi-Family Office category. Ward off the marketers that are trying to piggyback on your success. Promote the category first and your brand second
Manufacturers grow their brands by innovating and staying a step ahead. Alpha Poly Packaging, a manufacturer of film and bag packaging, strategy can be described as "easy in, impossible out." Clients come for the products, but stay for services that help them run their business and deliver results. Alpha is growing a sticky brand by embracing both sides of the equation.
A talented marketer with no marketing budget can achieve more than a weak marketer working with a $50,000 marketing budget. Working with the right marketing talent will accelerate your business, and help you go further, faster.
Companies with sticky brands are strong. They have strong balance sheets, they're profitable, and they build strong client relationships. Customers come back again and again, because they appreciate the services and the overall brand experience. They have the habits that make them stand out, attract customers and grow sticky brands.
Introducing a new concept in an established market can be an uphill battle, especially for mid-market companies like Cardinal Couriers. The service might be amazing, but it takes time to educate your customers and change their behaviors. Paradigm shifts happen one customer at a time.