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Leveraging the “Messy Middle”

Leveraging the “Messy Middle”

Exposure surrounds the purchase decision-making process. Google defines exposure as  “...the sum total of all the advertising emanating from a category that you’ve seen or heard...is not a stage, or a phase or a step. It’s an always on, constantly changing...

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Identifying the “Messy Middle”

Identifying the “Messy Middle”

Over time, we’ve evolved in terms of how we’ve used technology to assist us with our buying decisions.  The attributes we used to use to narrow down the range of brands we consider has changed. We don’t want any ‘product name’, we want the one that best meets our...

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Welcome to the “Messy Middle”

Welcome to the “Messy Middle”

Gone are the days of receiving a call, a price is agreed and a sale made.  Yet so many salespeople are still living as if this is the case. To stand out, to be remarkable, we have to get comfortable in what Google’s terming the ‘messy middle’. They define it as...

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Social Media Trends: Part Two: Listen And Adapt

Social Media Trends: Part Two: Listen And Adapt

Trend Two: Listen and Adapt “The authentic voice of the consumer is being expressed now unlike any other time in history; it’s stronger than it ever has been. The brands that are capable of listening, and shaping their messages in a way that is cognizant of that...

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Four Ways Videos Can Build Your Brand

Four Ways Videos Can Build Your Brand

Videos are becoming the go-to tool for brands to reach NEW audiences. Their inclusion can happen across multiple communication channels and with a variety of objectives. For example: When you include a video on your website landing page, it has shown to increase...

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