Branding

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Part One: Risk vs Reward with Cisco CMO, @BlairChristie

In this first of two episodes of Substance, President Bryan Kramer speaks with Blair Christie, Chief Marketing Officer of Cisco. Blair discusses in this 20-minute interview how important role models were growing up that made her the leader and marketer she is today. She also reveals her secrets on building her online relationships both personally and professionally, which is no easy task. Blair explains how Cisco is benefiting the future work force by teaming up with organizations to provide STEM …

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Bryan Kramer

Posted on May 08, 2014 by Bryan Kramer

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When Life Gives You Technology, Make Relationships.

Last month our CEO Bryan Kramer was fortunate enough to sit on an amazing panel, Time to Change — Culture and Brand Disruption Leading to Innovation,” a PARC Forum. This panel brought together some of the brightest minds of Silicon Valley to share both their knowledge and experiences around disruption and innovation. This group consisted of Susan Etlinger of Altimeter Research, Todd Wilms of SAP, Michela Stribling of IBM, and Bryan, who somehow managed the festive group. Here is …

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Bryan Kramer

Posted on February 26, 2014 by Bryan Kramer

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Accessibility as Strategy: The One-Way Conversation is Dead

As my grandma always used to say, “God willing someone answers the phone.” For context, she was talking about customer service and sales people. Are you ready for an open discussion? If you are, that means first, (and still unlike most customer service programs), you need to make yourself accessible. Being accessible means you have to interact, which leads to a 2-way dialogue.

Tony Hsieh, CEO of Zappos, invented his business on accessibility to their customers. Today’s customers are social …

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Bryan Kramer

Posted on June 11, 2013 by Bryan Kramer

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A New World Order: Proximity, Redefined

It used to be that proximity drove everything. The ability to take that call, from your land line. Your capability to make a living, through learning a trade that your town had a need for. Even your opportunity to find a mate, at the school dance.

Today, we live in a world where through phones, social and video chat, people can connect instantly from anywhere around the world, without moving from their chairs. GPS mapping systems have sharpened their abilities …

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Bryan Kramer

Posted on March 04, 2013 by Bryan Kramer

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The Mentality of Being Number Two

Building a “number two mentality” into your brand is the most important thing you can do for lasting success. A “number two mentality”, to me, means being in the position of the underdog. I love the mentality of the underdog, because their hearts are true, they try so hard to achieve their dreams and their fans are right there beside them, cheering them on. This is in stark contrast to the mentality of a number one brand or product; after …

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Bryan Kramer

Posted on February 11, 2013 by Bryan Kramer

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Be a Brand of Attraction

The Law of Attraction, one of the seven Laws of the Universe, explains that “like” matter is attracted to other “like” matter, whether positively or negatively. Magnets are scientific evidence of this, and although there’s no specific evidence to prove this Law in humans, I can say that I am a firm believer. We’re all coming up with great ideas on how to expand our reach, develop our business, or market our personal or professional brands differently – all in …

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Bryan Kramer

Posted on February 04, 2013 by Bryan Kramer

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5 Ways to Master your Digital Body Language

A company’s digital body language is an assessment of the collective behavior across the Internet, including marketing initiatives and user interactions in the earned, owned and paid sectors online. As opportunities to interact socially are growing leaps and bounds, paying attention to your personal digital body language – as a representative of both your personal brand and your company brand – is becoming critical. Is it consistent? Is it thoughtful? Is it in line with your company’s brand tone… or …

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Bryan Kramer

Posted on December 17, 2012 by Bryan Kramer

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Five Ways to Be a (Social Media) Clutter-Buster

Here’s my conundrum: I’m writing a blog post about rising above social media clutter . . . and the only way you’ll read this is if it rises above your social media clutter. It’s the 80s version of sending a direct mail piece that explains how to “get noticed” in your customer’s mailbox.

I better be freakin’ interesting here. No pressure.

First, let’s acknowledge this—what we consider to be clutter is not necessarily “clutter.” I mean, people inherently filter information. …

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Bryan Kramer

Posted on November 19, 2012 by Bryan Kramer

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Don’t be an Egghead – Your Social Profile Matters

By now, as a marketer, you should know just how important social media is to you and your job. Few companies have ignored what this powerful tool can do for yourself and your company. It allows not only engagement but also the ability to listen to your current and potential customers as well as others in your field. It’s the biggest focus group in the world! However, to be taken seriously and get the most out of it, setting up …

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Bryan Kramer

Posted on November 12, 2012 by Bryan Kramer

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The Evolution of a (Social) Website

With all the talk of social media marketing, I often wonder if people forget about the greatest tool in your marketing arsenal. I’m referring to your corporate website. It’s still your main marketing hub, the place where people go to learn all about your brand and discover more about your products and services. As prevalent as social media is, it’ll still be some time before your Facebook page becomes your corporate site.

Of course, I write a lot about social …

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Bryan Kramer

Posted on November 06, 2012 by Bryan Kramer

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