Marketers Sell Empathy, but Can They Teach It?
Apr 11, 2019

Marketers Sell Empathy, but Can They Teach It?

By Christopher Wallace, President, InnerView Group

Marketing is empathy on a mass scale. Marketing works when you feel like the brand or the product is speaking directly to you. They “understand” you and your needs. Everyone wants to be understood for who they are. This is how Brands are able weave themselves into your lifestyle – your daily routine, your own sense of self. We are surrounded by these “empathetic messages” – on television, radio, billboards, digital ads, social media, train platforms…everywhere! A company that does...

Pour Some Corn Syrup on Me – Breaking Down Bud Light’s Backfire
Mar 22, 2019

Pour Some Corn Syrup on Me – Breaking Down Bud Light’s Backfire

By Christopher Wallace, President, InnerView Group

I’ve written in the past about companies that make “bold brand moves” – taking a position in the marketplace that is going to drive strong reaction. My team at InnerView always wonders how companies are communicating expectations to frontline employees about the role they play in supporting the brand position. The folks at Bud Light give us our latest example, with their “beer ingredients” campaign. If you have not seen them yet, you must ONLY watch Netflix because they are...

Marketing Misalignment – Forget the Blame Game and Focus on the Solution
Mar 07, 2019

Marketing Misalignment – Forget the Blame Game and Focus on the Solution

By Christopher Wallace, President, InnerView Group

When a brand’s marketing story gets out of whack, marketers tend to blame their front-line teams. “Why can’t they just get it straight” is a common complaint from marketers. Marketers spend a lot of money to understand their customers and use research to craft their story. If sales, customer service – whomever represents their brand – could just get “on message” the brand would perform even better. For their part, the front-line teams will say “marketing doesn’t understand what the...

Take a Peek Inside the Brands
Feb 21, 2019

Take a Peek Inside the Brands

By Christopher Wallace, President, InnerView Group

How does Chick-Fil-A get their employees to love their brand so much? Why does Southwest deliver a great customer experience and all their employees seem like they are having so much fun? Those are the questions we will seek to answer in our new podcast, Brand InnerActions with Jon Gaul. Our team at Innerview is always trying to find out how the best brands get their employees to buy in to their story. This podcast will allow us to bring...

On Brands, Bias and Super Boring Football Games
Feb 07, 2019

On Brands, Bias and Super Boring Football Games

By Christopher Wallace, President, InnerView Group

The Patriots “brand” was on my mind during the Super Bowl on Sunday. Let’s be honest, you had to occupy your brain in some other way because the game didn’t offer much stimulation. The New England franchise has become a model for how to run an organization, not just a football team. They are great, I get it. But, I rooted against the Patriots and Tom Brady. I see all the evidence and know all the facts, but I’m just...

9 Ways Marketers Can Activate Their Front-Line Teams in 2019
Jan 16, 2019

9 Ways Marketers Can Activate Their Front-Line Teams in 2019

By Christopher Wallace, President, InnerView Group

With a new year comes new initiatives. That includes product launches, new brand campaigns, new pricing and promotions. Marketers will be judged on how effectively they can drive results around each one, so there is no time to wait around for someone else to take charge. Unfortunately, launching new initiatives is not easy. Getting the new strategy from the management team down to the frontlines requires a lot of coordination and time. According to new research from Tom Steenburgh from...