Our Views

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
On Brands, Bias and Super Boring Football Games

On Brands, Bias and Super Boring Football Games

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

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

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

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

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

Christopher Wallace, President, InnerView Group
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