Our Views

What Brand Alignment Means

What is Brand Alignment?

Christopher Wallace, President, InnerView Group
Brand alignment is the effort to ensure every single connection your customer has with your company is consistent. Each interaction, whether digital or face to face, should reflect one story. That does not mean every single message is the same, but each message on its own will reinforce the core story. Brand alignment is not easy to achieve, especially in a world where marketing is becoming more complex. According to recent CMO Brand Strategy survey Gartner conducted, this challenge around

Understanding Your Brand Narrative

Christopher Wallace, President, InnerView Group
THIS ARTICLE FIRST APPEARED IN THE SEPTEMBER 16/23 EDITION OF FLOOR COVERING NEWS If you asked most people to tell you their favorite flooring brand, they’d struggle. In fact, they probably wouldn’t have one at all—and with reason. Brand recognition is incredibly low in the flooring industry, research shows. It isn’t easy to be a brand in the flooring sector. The product goes from the manufacturer that makes it to the retailers that sell it, and somewhere along the way

Telling the Same Story is a Key Differentiator for Your Brand

Christopher Wallace, President, InnerView Group
The digital era we live in gives consumers a world of choices. That means brands are competing for business more than ever before. Unfortunately, too many struggle to share their message in a way that makes them stand out as the clear best choice. At the same time, consumers are looking for more personalized experiences — talk about a double whammy. In fact, experience is one of the major factors people take into consideration when deciding to make a purchase.
Sales and Marketing Alignment

Sales and Marketing Alignment Key to Telling a Consistent Story

Christopher Wallace, President, InnerView Group
A key component of internal brand alignment is having your sales and marketing teams speaking the same language and sharing the same goal.  Ultimately, marketing needs to step up and take responsibility for getting the message downstream and equipping salespeople to be storytellers, not merely encyclopedias This post originally appeared on the Marketo blog on August 6, 2019 Marketing and Sales Need to Rally Around a Single Story It seems that for decades, experts have been telling us to tear

What Daredevils Can Teach Us About Internal Marketing

Christopher Wallace, President, InnerView Group
Did you see the guy who jumped his mountain bike over two sections of the Tour de France a few weeks ago? Maybe you didn’t, but millions of people across the world watched him make death-defying leap. It made international news and got several hundred thousand views on YouTube. Stunts like this one get attention. The daredevil takes a situation that is relatively normal to us and they disrupt our pattern of thinking. They introduce a new and strange variable

Why Marketing Must Close the Gap Between Knowledge and Belief

Christopher Wallace, President, InnerView Group
A customer-facing employee who knows nothing about the product he or she is selling can be found out within minutes. An employee who doesn’t believe in the product can continue in the same mode for years — but not without cost. This dangerous status quo is surprisingly common. While companies are anxiously noticing that they’re failing to connect with customers, they find themselves repeating the same old processes. Marketing Has Moved Beyond Traditional Back in the day, a company’s training