Top brands keep their promises

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Have you ever been in love with a company only to have them disappoint you? It might be in person, over the phone, or in a customer service email, but at some point it’s bound to happen. Depending on the situation, your devotion to the company might have never recovered. Brands make implicit promises with every customer touchpoint. Once a promise has been kept through a positive interaction, it creates an expectation that the next one will be too. When…

Your brand should drive your business

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At some point, brands went from recommended to required. As the importance of branding developed, companies became more adept at spreading their values. At a good company, every employee can recite the brand promise forwards and backwards. Unfortunately, talking about the brand in the mailroom isn’t the same as using it in the boardroom. At too many companies, “brand” is just a buzzword given lip service by executive leadership instead of being what it should be – the impetus behind…

The best brands s-t-r-e-t-c-h

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Did you know that Disney has a professional development arm called The Disney Institute? It’s true. They offer organizations “time-tested best practices, sound methodologies, and real life business lessons that facilitate corporate culture change.” We know what you’re thinking. That’s a strong departure from spinning teacups. Truth #4: Strong brands s-t-r-e-t-c-h. Successful extensions as far afield as this one belong to strong brands. Think of other companies, like Ralph Lauren and Virgin, who have grown far beyond their original concept….

Good Brands Simplify Consumer Decisions

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Today’s consumer is overwhelmed by choice. Being forced to make too many daily decisions – including small things like what toothpaste to buy or where to eat – can be a source of anxiety and stress. Whatever this says about our culture, the undeniable truth is that brands play a role in that decision making. The psychological state of consumers is an important consideration in buying situations. If overwhelming choice creates a lack of structure, the desire for simplicity increases….

The most powerful brands are self-aware

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On Monday, we shared the first of our 10 Simple Truths About Strong Brands: strong brands are forgiven. Developing a powerful brand is an investment, but the value it brings to its company makes it worth the effort. Here’s the second benefit of strong branding: Truth #2: Strong brands know themselves. Think about today’s marketing landscape. Brands have countless approaches and platforms to consider. In the social media arena, for example, there are more networks than most companies can handle….

If your brand is strong, consumers will forgive missteps.

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Brands are hard to understand. If you ask five people to define the word, you’re likely to get five completely different responses. That’s why we believe it’s more important to understand what a brand does. Brands provide countless benefits for the companies that invest in their development, particularly when they gain strength. We’re devoting this entire month to helping you understand the values of a strong brand. Truth #1: Strong brands are forgiven. It’s true. If your brand has some weight…

10 Simple Truths About Strong Brands

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This month, Get There is focusing on the power of strong brands. Every company wants one, but it takes work to get there. We’re going to explain exactly why it’s worth it. Brian Davies, Managing Partner at Movéo, is an expert when it comes to building brands with strength and sustainability. He’s crafted 10 simple truths about strong brands. Strong brands… …are forgiven. …know themselves. …simplify. …stretch. …drive the business. …keep promises. …get design. …are shared. …stay in motion. …glow. Intrigued?…

{Guest Post} Big Data Personas

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This guest post comes to you from Randy Parker, Senior Developer at Movéo. Today, we will explore combining two modern techniques – Personas and Big Data – which can work together to form a tool greater than the sum of its parts. Personas are a method of segmenting your unique customer base to create humanly accessible descriptions of the different customer audiences you are attempting to reach. Different portions of the entire customer universe will often respond to different features or communication…

What we’re doing about data

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This month, we’ve offered insight about how your company can better understand data and move towards optimization. Now you may be wondering how we address data at our own company. We’re happy to report that we’ve taken huge data-related strides in the last year. In December, we welcomed data specialist Jiani Zhang to Chicago. She’s leading our new Data & Insights group, a team we formed in response to the growing need for data specialization in the marketplace. Jiani is…

3 Ways Big Data Boosts Marketing ROI

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According to a survey conducted by McKinsey on Marketing and Sales, big data has serious impact on marketing ROI. In fact, better marketing analytics can improve returns on a company’s investment by 10-20%, whether the data sets used are “big” or not. Measuring the benefits of marketing efforts has always been a challenge, so the potential of data is a serious incentive for CMOs who need to report the value of their work. Here are three ways data optimization directly…