Summary: In a dismal economy, Alliance members find ways to move forward. One company secures a financial "safety net," while another looks outside of their traditional areas of growth to form a new business, some diversify their services while others focus on customer service to help their clients stay in business or gain market share against weaker competitors. ...Read More
Forum Categories: Leadership | Marketing | Strategy & Planning
Summary: After a new CEO arrives, a mild mannered accounting firm begins a lighthearted marketing campaign on cable, print and web, which drives the top line to 400% within four years, and growth continues at 30% annually. Read about the benefits of standing out from the crowd. ...Read More
Forum Categories: Marketing
A Branding Lesson: The Four Cornerstones
Summary: Branding is about creating relationships. By building multiple relationships with a client, the CEO discovered new opportunities to grow his business. Four ideals behind successful branding are explained. ...Read More
Forum Categories: Marketing | Strategy & Planning
Summary: If your prospects don’t understand your value proposition, educate them. The company developed conferences to reinforce its solutions and position itself as a knowledge leader, which leads to higher sales. Learn the keys to creating a great educational setting. ...Read More
Forum Categories: Marketing | Operations | Sales
Synchronizing Brand Image with Deliverables
Summary: Successful companies do not survive on brand alone. A CEO comes into a struggling company and rebuilds its brand by rebuilding the value proposition, and then delivers. The importance of building and maintaining brand is examined. ...Read More
Forum Categories: Marketing | Strategy & Planning
From Service to Process to Product
Summary: Sometimes we sell more than a product or service. By learning his clients’ businesses and modifying his own company’s offerings, the CEO creates more value for everybody. ...Read More
Forum Categories: Marketing | Sales | Strategy & Planning
Summary: Most decisions in our world stem from emotion. Jewelry firm Lori Bonn Design turned its founder into a public personality – an icon, as part of its branding strategy and as a result, hit it big on TV. Take branding to the next level. ...Read More
Forum Categories: Marketing | Sales
Summary: A new architectural firm discovers that some clients just aren’t for them, and don’t contribute to profits. Based on their strategic objectives, they develop of prospect profiling system to avoid likely problem clients and focus on business that is most useful for growing the firm. ...Read More
Forum Categories: Marketing | Operations | Sales
Summary: Great business ideas are often borne by finding the mainstream’s interest in little-known products and services and making them more popular. Serial entrepreneur Rob Wrubel has a track record of doing just that, although it didn’t happen overnight. ...Read More
Forum Categories: Entrepreneurship | Marketing | Strategy & Planning
Summary: Your customers want to know that your firm can satisfy their needs. At K/P Corp, it’s the people on staff that deliver, with the help of equipment. When Rich Barbee was appointed CEO he found that the equipment was being marketed, not the people. That was fixed, with excellent results. ...Read More
Forum Categories: Human Resources | Marketing
"I can't imagine being a CEO without having the Alliance as part of my CEO tool kit."
John Rule, CEOApplied Aerospace StructuresAlliance Member since 2000