What’s Marketing Insurance and Why Do You Need It?
Dec 19, 2018

What’s Marketing Insurance and Why Do You Need It?

By Christopher Wallace, President, InnerView Group

There are no guarantees in marketing. That is why the CMO role has a higher turnover rate than any other in the executive suite. The entire cycle of brining a product or service to market – from early concept to getting it in front of customers – is challenging. As a result, a lot can go wrong. That doesn’t mean companies are going to stop introducing new things for customers to buy or investing significant money to make sure they...

Building a Customer-Centric Brand: 3 Challenges to Marketers
Dec 07, 2018

Building a Customer-Centric Brand: 3 Challenges to Marketers

By Christopher Wallace, President, InnerView Group (originally posted on the AMA Philadelphia website)

On Thursday, November 8, the Philadelphia Chapter of the American Marketing Association (AMA) hosted an event focused on building a “customer-centric” brand. The guest speaker for the evening, David Norton, has extensive experience helping brands build an infrastructure to better serve customers. In his role as Chairman and CMO of GALE Partners and past positions such as CMO of Caesars and Harrah’s Entertainment, David’s expertise is in bringing brand strategy to life through innovative customer experiences. I was lucky enough...

New Strategic Initiative? Prepare for a Marathon.
Nov 15, 2018

New Strategic Initiative? Prepare for a Marathon.

By Diana Finley, Co-Founder, Client Journey

New Strategic Initiative? Prepare for a Marathon. By Diana Finley, Co-Founder, Client Journey Leader Have you ever run a marathon? Even if the answer is no, think about the preparation involved before standing at a starting line with 26.2 miles ahead of you. For most, there is a big shift in day-to-day habits. There is commitment to a training schedule, getting up earlier than normal to fit in long runs, adjustments to diet and so much more. Still, after all...

4 Reasons Internal Marketing is Different from Internal Communications
Nov 01, 2018

4 Reasons Internal Marketing is Different from Internal Communications

By Christopher Wallace, President, InnerView Group

We are in an era where “employee engagement” is both extremely important and horribly misunderstood. Organizations know they need to find new ways to energize their employees, yet they seem unable to break their old habits. They continue to pile on more details, more information and more priorities without changing their approach. Many of our clients have internal communications teams to manage the flow of company information and priorities. Accordingly, when a company is looking to mobilize their workforce around...

Everyone’s in Marketing
Oct 17, 2018

Everyone’s in Marketing

By Christopher Wallace, President, InnerView Group

I grew up in the corporate world believing the idea that “everyone is in sales”. Daniel Pink’s “To Sell is Human” is one of my favorite books. However, “selling” has not evolved as much as organizations would like and is still in many ways an individual pursuit. Good salespeople find a way to get the job done, while companies struggle to figure out what to do with the other 75%. The more time I spend working with large corporations, the...

Bold Brand Move?  Don’t Forget to Prep Your Employees
Oct 04, 2018

Bold Brand Move? Don’t Forget to Prep Your Employees

By Christopher Wallace, President, InnerView Group

Nike’s recent launch of their Colin Kaepernick ad campaign made waves well beyond the world of sports. Some referred to the move as “bold”, others called it “radical”. Whatever adjective you use, Nike knew that linking their brand with a polarizing figure was going to ruffle some feathers. Nike isn’t the only company that has taken a stance on a political or social topic lately. There is a fine line between a brand taking a position and a publicity stunt....