Building an internal brand: the Intranet Maturity Model

Marketers look to advertising campaigns, the web, a logo, and earned media to build their brands.  But these are all external: how might you do it within the organization? One of the most important systems within an organization is the intranet.  While the external website is usually driven by marketing, the intranet is usually driven by the […]

Loyalty and Referrals: Looking beyond the Relationship Chain

Relationships are integral to all aspects of our life, both personal and professional.  Organizations cannot market a product or service without establishing a relationship founded on trust, transparency and credibility. The Relationship Curve model describes how relationships improve over time: the target (prospective client, prospective member, prospective employee, etc) moves through the stages of awareness, preference, trial, and […]