I received a mass market email (One of those powered by Constant Contact that is used by many companies these days) and actually read it. It was from a small boutique analyst group called WTRS. I’ve never worked with them — but found that many of their CEO interviews on their site are pretty good so I get their newsletter.
Anyway … the full article is not yet posted on their website that I can find — but I thought their interview with Jennifer McLean (who was pitching her new book “The Credibility Factor”) was interesting and that she made some great points on how orgainzations fail to do some very basic strategic marketing.
Like all business books there is often 80-90% repeat analogies and lessons and while this one seems like it may fall into that category I did find her interview insights right on track with some crisply worded statements that will provide marketing teams (and readers) with some great support to know that they should continue to lead the charge for getting their company into the pinnicle known as a Trusted Company.
THE CREDIBILITY FACTOR
This concept (having your company looked at as truly ”trusted” and THE market leader) has long been a staple in everyone’s strategic plan as a goal to achieve. The problem, however, is that not everyone knows how to get it, or in many cases MAY think they have customer credibility — but upon TRUE reflection clearly do not. It is such a simple concept really — but truly hard to achieve.
