Flip the Funnel - on Purse Strings - Tuesday 3pm EST - RIGHT HERE

Joseph Jaffe, Chief Interruptor at the marketing agency Crayon, will be on the show talking about his new book “Flip the Funnel” In his book, Jaffe talks about how companies should focus on the customers they already have instead of trying to recruit ones who’ve never heard of them.

7 Triggers to Persuasion and Captivation - PurseStrings May 18th 3ps EST - RIGHT HERE

On PurseStrings Tuesday, I’ll be speaking with Sally Hogshead, author of a brand new book, “Fascinate: Your 7 Triggers to Persuasion and Captivation” Find out what they are, how you can identify YOUR 7 triggers… how to use them to your advantage and perhaps more importantly, how not to let them become your Achilles heel.

Put the Brand on the Balance Sheet

The idea of putting the corporate brand on the balance sheet is an audacious proposition. One that can revolutionize marketing, change the role of everyone responsible for the health of brands, and make the US more competitive in the world.

Shiny New Things - the Power of Early Adopters - Purse Strings - Tuesday 3pm EST - right here

My guest for Tuesday’s show is Laura Rich – journalist, author of a white paper Shiny New Things that was just featured in Advertising Age. It’s all about the power of the early adopter to influence others and why marketers need to know who these people are in their industry.

BP - Brand, Business and Culture Misalignment

Branding is all about creating alignment of your company’s business processes with its corporate culture. British Petroleum (BP) provides a case in point of a brand that got way out front of its business process and culture to produce tremendous exposure to risk.

The Limits of Loyalty - BP’s Oil Spill

By Robert Passikoff
BP has spent years positioning itself as a friend of the environment, an energy company that goes “beyond petroleum,” a company that pledged to find cleaner ways to produce fossil fuels.
They’re the company with the environmentally friendly green and yellow sunburst logo. That logo has stood along American highways as an avatar for [...]