Our Views

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
New Strategic Initiative? Prepare for a Marathon.

New Strategic Initiative? Prepare for a Marathon.

Christopher Wallace, President, InnerView Group
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

4 Reasons Internal Marketing is Different from Internal Communications

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