Posts by Bill Fasig

B2B Branding Lives and Dies by Trust

Over the past few months on the TopRight blog we’ve written at length about the world of B2B, and what it really is as opposed to what it’s perceived to be. I’ve also talked a bit before about the act of seeing in marketing—how perception matters and what it means to use it or alter…

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Transforming How Your Customers See You

It is a truism that the lens through which your customers look determines how they see you, understand you, or not, and choose to engage with you, or not. And from every one of our experiences over many decades of marketing, we know that what your customers choose to buy is not actually your product…

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Politics and Branding: Should You Take a Stand?

Apparently, our Tweeter-in-Chief has returned to the fold as a supporter of one of America’s greatest brands—a company he’s criticized over the past year because of decisions made to move some of their manufacturing oversees—the one, the only, Harley-Davidson. What’s significant about this? Well, only one year ago Trump aimed one of his Twitter-tantrums at…

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M&A and the Challenges of a “New” Brand Strategy

Disney to acquire 21st century FOX

Every week we see the constant activity of growth and consolidation in the market generated by a continual stream of M&A announcements – some big, some small, but seemingly never-ending. In this context, we are often asked for our thoughts and to help answer key questions about the brand story and strategy once the deal…

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The Art of the Story and Fact vs. Fiction

(Or as some might say: “alternative facts”) As I listen every day to news, political, social and business commentary, and even marketing and advertising, I am struck by a recurring theme – a recurring problem – the very loose connection, at best, that many of our current forms of communication and discourse have with anything…

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How Data is Changing the Role of the CMO

How Big Data Is Changing the Role of the CMO

Today’s CMOs don’t look quite like they did five years ago. Back in 2013, I joined a MarTech start-up as their first head of sales and marketing. We were building an audience intelligence platform to mine social data and build customer segments based on the expressed interests discovered using natural language processing and machine learning. I…

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5 Questions to Bring Science to the Art of the Story

We’ve all experienced bad storytelling at some point in our lives: the keynote speaker who reads every word on their PowerPoint slides, the annoying colleague who always forgets the punchline to the joke, the pushy salesman who goes off on tangents until he loses his point completely. We roll our eyes, crack our knuckles, gaze out the…

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Winning the Presidency with the 6-Second Story

In a recent MarketingProfs’ interview, I discussed the “The Secret Sauce in the 6-Second Brand Story.” Why is this important? Because in today’s frenetic world of digital noise, you have ONLY six seconds to earn the attention of your prospective customer. A 6-second window for making a connection. Six seconds to give your customers, your audience, a reason to…

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The Evolution of the 6-Second Marketing Story

This is an evolutionary tale for marketers, full of dinosaurs, dragons, and other extinct species – and lots of fast-talking.  It is also a cautionary tale for marketers who are unable to adapt to the foundational need for simplicy, clarity and alignment (and now speed and efficiency) in brand storytelling, lest they too become an…

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