Trust is the most powerful currency in business

Trust is the most powerful currency in business

  •   21/01/2018 09:25:00 PM
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A number of years ago, after significant business development time and expense, my firm, Gensler, was hired by a major bank to design the interiors of its corporate headquarters.

The Dangers of Deference

The Dangers of Deference

  •   01/01/2018 01:03:00 PM
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Not long ago I sat in on a meeting of the executive leadership team for a global technology company. At the beginning of the session, the CEO quickly flashed a couple of slides on the screen that summarized key aspects of the firm’s strategy, saying

The Difference Between Marketing and Branding

The Difference Between Marketing and Branding

  •   30/11/2017 03:15:00 PM
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What is the difference between marketing and branding?

In a recent conversation with a very senior person at a financial institution my colleague was told, “I think private wealth managers will have a hard time seeing the value of branding—they see marketing as a cost center, not a driver of sales.”

Business Marketing: Understand What Customers Value

Business Marketing: Understand What Customers Value

  •   30/11/2017 03:03:00 PM
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How do you define value? can you measure it? What are your products and services actually worth to customers?

Remarkably few suppliers in business markets are able to answer those questions. And yet the ability to pinpoint the value of a product or service for one’s customer has never been more important.


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