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How To Prevent 'BrandSlaughter'

Sun, 22 Jan 2017 09:51:00 -0500

Your brand is not what you think it is. It's what your employees and customers believe that it is. Here are expert tips from marketer David M. Corbin on how to be sure you are protecting and sustaining your brand promise well.


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The World's Most Valuable Brands 20161. Apple2. Google (Alphabet)3. Microsoft4. Coca-Cola5. Facebook6. Toyota7. IBM8. Disney9. McDonald's10. GE11. Samsung12. Amazon13. AT&T14. BMW15. Cisco16. Oracle17. Intel18. Nike19. Louis Vuitton (Christian Dior)20. Mercedes-Benz (Daimler)21. Verizon22. Walmart23. Honda24. American Express25. Budweiser (Anheuser-Busch InBev)

Sun, 22 Jan 2017 09:51:00 -0500

Brand value: $154.1 billion

1-year change: 6%

Company ad spending: $1.8 billion

Brand value: $82.5 billion

1-year change: 26%

Company ad spending: $3.2 billion

Brand value: $75.2 billion

1-year change: 9%

Company ad spending: $1.9 billion

Brand value: $58.5 billion

1-year change: 4%

Company ad spending: $4 billion

Brand value: $52.6 billion

1-year change: 44%

Company ad spending: $281 million

Brand value: $42.1 billion

1-year change: 11%

Company ad spending: $3.6 billion


Brand value: $41.4 billion

1-year change: -17%

Company ad spending: $1.3 billion

Brand value: $39.5 billion

1-year change: 14%

Company ad spending: $2.6 billion

Brand value: $39.1 billion

1-year change: -1%

Company ad spending: $719 million

Brand value: $36.7 billion

1-year change: -2%

Company ad spending: Not available

Brand value: $36.1 billion

1-year change: -5%

Company ad spending: $3.3 billion

Brand value: $35.2 billion

1-year change: 25%

Company ad spending: $3.8 billion

Brand value: $32.6 billion

1-year change: 12%

Company ad spending: $3.6 billion

Brand value: $28.8 billion

1-year change: 4%

Company ad spending: NA

Brand value: $28.4 billion

1-year change: 3%

Company ad spending: $202 million


Brand value: $28 billion

1-year change: 4%

Company ad spending: $55 million

Brand value: $27.7 billion

1-year change: 7%

Company ad spending: $1.8 billion

Brand value: $27.5 billion

1-year change: 5%

Company ad spending: $3.2 billion

Brand value: $27.3 billion

1-year change: -3%

Company ad spending: $4.4 billion


Brand value: $26 billion

1-year change: 16%

Company ad spending: NA

Brand value: $25.8 billion

1-year change: 5%

Company ad spending: $2.7 billion

Brand value: $25.4 billion

1-year change: 3%

Company ad spending: $2.5 billion

Brand value: $25.2 billion

1-year change: 8%

Company ad spending: NA

Brand value: $24.3 bi[...]


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Five Ways to Keep Valued Employees

Sun, 22 Jan 2017 09:00:00 -0500

Here's how to make sure your employees are genuinely happy, which will help you to retain your most valuable employees.


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10 CEOs Make Predictions For Marketers

Sun, 22 Jan 2017 00:07:00 -0500

What do firm leaders think will happen to marketing this year? To find out, I turned to CEOs who represent a variety of different industries and companies.


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EY Says Venture Capital Is Ready To Go & IPO In 2017

Sat, 21 Jan 2017 21:46:00 -0500

To see what may be ahead for Venture Capital, I spoke to Jeff Grabow, US Venture Capital Leader for EY. These are some of his predictions for 2017.


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Compete (And Win) On Customer Service, When You're Not Nordstrom, Apple, Or Amazon

Sat, 21 Jan 2017 16:58:00 -0500

The customer service “wow” examples that you read in books and hear from customer service speakers and consultants are often derived from premium brands: five-star hotels, Nordstrom, Apple, REI, Mercedes-Benz, or from companies with unique resources, such as Amazon. Here's how to compete--and win.


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What Corporate Execs May Be Missing That Business Founders Have In Abundance

Sat, 21 Jan 2017 09:48:00 -0500

Why all businesses need to hire corporate executives with a thorough understanding of the industry they are to work in. Business founders do this by default. It's a warning to large public companies.



Who Needs To Lead Digital Transformation In 2017

Sat, 21 Jan 2017 09:36:00 -0500

The digital transformation will never stop, but the leader of the transformation will most likely change from year to year. Here’s who should be in charge in 2017.


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The Power Primer: Lessons From Andy Grove, Stephen Hawking, Bill Gates & Larry Ellison

Sat, 21 Jan 2017 09:00:00 -0500

Great leaders use their power to provide a vision for the future and a mission their team believes in. Here's what I've learned about leadership from four of the most powerful leaders of our time.


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Internal Customer Service Best Practices: Ten Principles For A Stronger Company Culture

Fri, 20 Jan 2017 14:31:00 -0500

As a customer service consultant and speaker, I find myself fielding inquiries about internal customer service almost as often as external. Here are ten internal customer service best practices, principles for transforming your company culture.


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Free WiFi For All: Two Customer Experience Lessons From JetBlue's Announcement

Fri, 20 Jan 2017 12:38:00 -0500

JetBlue just announced that WiFi on the airline will now be free. This is a powerful way for JetBlue to enhance the customer experience; this consultant explains with examples from other customer experience leaders: Apple Stores, Amazon Go, Danny Meyer’s Union Square Hospitality Group restaurants.


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Business Lessons From Ray Kroc "The Founder" -- McDonald's Story

Fri, 20 Jan 2017 10:51:00 -0500

Ray Kroc's story as the purported founder of McDonald's is crisply told in this excellent biopic. Along the way Kroc provides bracing insights into a controversial business style.


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Amazon Go Is About Payments, Not Grocery

Fri, 20 Jan 2017 07:00:00 -0500

There is clearly immense value in this technology for both retailers and Amazon. But beyond a cashier-less retail experience, what would widespread adoption of this technology mean for customers?


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Drain The Swamp Before It's Too Late

Thu, 19 Jan 2017 18:00:00 -0500

Though founding a business is often a maverick’s joy, selling the business requires a team. In this post, I will explain why some business owners fail to sell successful businesses for top dollar and makes the case for implementing a management team well in advance of a business exit.


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SAPVoice: Unbuilt Magazine Wants To Shred Heavy Metal Stereotypes

Thu, 19 Jan 2017 15:50:00 -0500

The new bi-annual lifestyle culture magazine Unbuilt hopes to challenge the status quo of the publishing world (print only and sponsor free at the moment) and perhaps shred a few heavy metal stereotypes along the way.


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Lessons From A Reality-Show 'Master': Every Entrepreneur Should Copy These 5 Strategies For Success

Thu, 19 Jan 2017 14:34:00 -0500

The steps are applicable in every industry and for entrepreneurs of any age or experience level. Better yet, they’re easy to implement.


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Nicolas Joly Speaks: Godfather Of Biodynamic Wine

Thu, 19 Jan 2017 06:19:00 -0500

Maverick biodynamic wine producer Nicolas Joly spoke at La Cité du Vin in Bordeaux city. He formed an international group intent on improving quality and originality in wine.


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6 Things Great Entrepreneurs Don't Do That Set Them Apart From The Mediocre

Wed, 18 Jan 2017 17:00:00 -0500

Steve Jobs. Sam Walton. Bill Gates. Marc Benioff. What do all of these people have in common? They’re highly successful entrepreneurs. Mediocre entrepreneurs abound, but it takes something distinct to be highly successful. In my own career, I’ve noticed that certain habits and practices allow me to perform at my [...]



Why Company Success Relies On Integrated Thinking

Wed, 18 Jan 2017 14:52:00 -0500

What visible differences would there be in a company that thinks about its business in an integrated way?


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Even The Best Ideas Are Cheap, But Execution And Lessons Learned Are Priceless

Wed, 18 Jan 2017 13:56:00 -0500

If you were to embrace this more pragmatic approach, what might your first experiment look like? It depends a lot on your special talents, your risk tolerance, the opportunities that cross your path, and the competitive environment you’re operating in.


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This Is Why I Partnered With The Person Who Hated My Brilliant Idea

Wed, 18 Jan 2017 12:46:00 -0500

In business, every blue-sky dreamer needs someone who can get things done.


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The Top Corporate Wellness Trends To Watch For In 2017

Wed, 18 Jan 2017 11:12:00 -0500

While trends seem to come and go, remember that the way your company shapes your employees’ outlooks about wellness remains forever.


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10 Leadership Blind Spots That Can Trigger Business Crises In 2017

Wed, 18 Jan 2017 09:44:00 -0500

What triggers crises in organizations? Often a major leadership oversight or blind spot, such as misplaced trust. As businesses look toward the coming year, here are 10 common crisis triggers, to help management teams and boards can recognize hidden risks and danger zones within their organizations.


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What Black Tap Knows About Milkshakes That We Don't

Wed, 18 Jan 2017 08:32:00 -0500

Photo by Cindy Ord/Getty Images for NYCWFF Chef Joe Isidori’s Black Tap, a reimagined homage to the old school luncheonette only with a Michelin star chef, craft burgers, and the most over-the-top milkshakes in New York, is connecting with millennials in such a huge way that even Shake Shack is looking [...]


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How Adopting A New Mindset Helped Me Through My Toughest Startup Years

Wed, 18 Jan 2017 08:30:00 -0500

Little by little I noticed a shift. Doors started opening, retailers started calling, a competitor went out of business and sales were growing. I was onto something. It takes effort and focus to maintain a positive mindset long term, but it paid off for us.


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Chris Ducker Says 'Youpreneurs' Are The Future Of Business

Wed, 18 Jan 2017 08:00:00 -0500

"I’ve never experienced massive business gains when I try to do everything myself."


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Go Phish! Why Every Company Should Hack Its Own Employees

Wed, 18 Jan 2017 07:30:00 -0500

Phishing attacks are effective and common. They’re also difficult to defend against, given their nature. But they do follow patterns and can be detected with the right education. This is why every company should phish itself.


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8 Simple Rules For Beating Hackers And Cyber-Thieves7 Simple Rules To Help You Protect Your Business From Hackers And Cyber-Thieves1) Don't Store Credit Card Data On Your Servers2) If You're Selling Goods Online, Work With A Reputable Third-Party Sales Platform (do NOT go it alone)3) Purchase High End Anti-Virus and Anti-Malware Software4) Make Sure Your Employees Know The Risks and What to Look Out For5) Opt For 2-Step Authentication6) Install On Site Security Cameras To Get A Look At Possible Perps7) Human Oversight Must Be Part of A Good Defense8) Test Your System Regularly

Wed, 18 Jan 2017 07:30:00 -0500

The threat of hackers and cyber-criminals is very real, for large companies and small businesses alike. That means a strong cyber-defense system is critical in the modern business world.

Marc Ackerman and Elliot Bohm (pictured) generated $95 million in revenue last year with their used gift card platform, CardCash. They don't even have access to their customers credit card info, relying instead on PayPal to handle payment processing. Says Bohm: "It’s best just to outsource it to a company that does it well, and you just have to focus on your business and not on other things which could be a distraction and could just cost you a lot of money and you’ll never be able to do a good job at anyway.”

Kevin Stecko, founder of 15 year-old online apparel shop 80sTees.com, got hacked in 2012 by thieves who accessed his customer's data. He now uses order management platform, Order Motion, and ecommerce platform Shopify. “These are companies that process billions of dollars of transactions, and therefore have the capability to hire much smarter people who are focused on security.”

It may seem like a no-brainer, but having a basic shield against incoming threats and breach attempts is key. Don't settle for free or Lite versions of security software to protect you from email and site-based malware; go pro, even if it means spending a little bit of money.

The people who work for you could well be a weak link in your defense against hackers and thieves, says Scott Schober, head of Berkeley Varitronics Systems. “Whether this a two-person business or a 40, 50 or 100-person small company or even larger, having trained personal that are security-conscious is extremely important.” Workers need to know what to look out for so they aren't fooled by malware-infected emails or tricked into disclosing passwords.

It may be irritating to have to punch in one extra pass code before logging into your work station for the day, but 2-step authentication is a great way to add one more layer of protection to your company's system and all its peripheral devices.

Though they're not wired directly into the online systems you are trying to protect, on-site security cameras can be great for getting a look at who is accessing your company's server rooms--and who is parking outside your office attempting to hack into your wireless internet routers.

It's all well and good to buy fancy security software and outsource data protection to people better at it than you, but someone in your organization has to be able to look at security reports and make sure things are working as they should. Says Bohm: “Never have too much faith in your technology."

The best way to make sure your cyber defenses are working is to test them. The best way to do that is to pay professional security experts to try and hack your system. After being hacked by a cyber-thief who stole $65,000, Berkeley Varitronics CEO Scott Schoper spent $50,000 to beef up his security and is a strong proponent of penetration-testing. “Testing everything – from A to Z – to[...]


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3 Things Very Successful Entrepreneurs Do To End The Day

Wed, 18 Jan 2017 06:55:00 -0500

Everyone knows they should have a morning routine, but what about your end-of-day routine? Here are 3 things successful entrepreneurs do with the last 3 minutes of their day.


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How Nike Became One Of The World's Most Valuable Companies

Wed, 18 Jan 2017 06:07:00 -0500

As a distributor of another company’s shoes in the early days, Phil Knight’s company was arguably worthless. Then he made one fundamental change to his business model that sparked NIKE’s journey to become one of the world’s most valuable businesses.


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