Our Views

Effective Internal Marketing: It Starts with Knowing Your Audience

Christopher Wallace, President, InnerView Group
Marketers like to beat the drum of message clarity and consistency, but too often the word doesn’t get through. Our own research shows that 66 percent of marketing executives believe their brand message is lost by the time it reaches customers. And when customers don’t get your narrative, they’re not likely to buy into your value proposition. The problem is that marketing strategies tend to be myopic – that is, too focused on external audiences. Of course, marketers do communicate

The Invisible Tax on Your Marketing Investments

Christopher Wallace, President, InnerView Group
The job of a marketing department is to produce results. Despite the fact that their budgets are growing, marketers are losing confidence. They are concerned about their ability to “penetrate” their markets and deliver on expectations. Our team at InnerView recently partnered with FocusVision to study some specific challenges marketers face. FocusVision, a leading customer insights technology company, helps companies understand their customers through research and tie the findings back to their brand/product messaging. At InnerView, we work with front-line

Marketers Sell Empathy, but Can They Teach It?

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

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

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

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

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

Take a Peek Inside the Brands

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