Blog

A Branding Expert Weighs in on Brand and Market Perception

March 23, 2017

While we help our clients measure market perception, that measurement is just one piece of branding; there is so much that goes into building a strong brand identity. We met with partner and founder of branding agency Red Thinking, Jen Sterling, to get her take on a few questions our clients frequently ask. Here are her thoughts: MC: What is your top level take on managing brand perception in the market? Jen: Perception is reality. No matter what industry you serve, remember that. And no matter what industry you serve, your employees and customers are brand ambassadors. As a branding company, we ... Read more

Market Perception Matters When Launching New Services

March 16, 2017

Selling services starts with name recognition — your prospects need to know who you are and have a positive perception of your company. But for them to consider working with you, they must understand what you do — that your company can do what they need and do it well. We call this market perception. Understanding the perception your prospects have is critical when launching new services. The story of one of our customers illustrates this importance. Our government-contracting customer sold advanced technology. As the company considered repositioning its brand around global security solutions, they wanted to understand current perceptions and position ... Read more

QA: Lisa Dezzutti on the Importance of Market Perception

March 14, 2017

How does your company or brand stack against your competitors? This is an important question to answer as you introduce new solutions or compete on new (or even existing) contracts. It’s also important to know if perceptions have changed over time, and if the way you communicate about your products, services and company represent the perceptions you want clients and prospects to have. In a few weeks, Market Connections will host a free webinar about market perceptions and company positioning. We thought we’d give you a sneak preview of what Market Connections, Inc. President and CEO Lisa Dezzutti will discuss in ... Read more

Do You Agree with These Digital Marketing Trends?

March 9, 2017

Back in December, The Borenstein Group shared the Top 10 digital branding and marketing trends for 2017. Now that we’re almost through the first quarter of the year, we thought it would be fun to look at a few of these digital marketing trends and get your opinion on what they mean. Psych: It’s Your Data. Cognitive insights derived from advanced analytics will help marketers better understand and predict digital behavior. Are you using the data you’ve collected from your customers to drive marketing? If so, how? It’s the Content, Stupid. Content Marketing will face an existential challenge as CMOs will demand hard conversion metrics ... Read more

TOP INNOVATORS: Accenture and Airbus Are Glomo Award Winners

March 7, 2017

Last week at the Mobile World Congress in Barcelona, GSMA announced the winners of the 2017 Glomo Awards, showcasing companies and individuals that are driving innovation in the rapidly evolving mobile industry. Accenture and Airbus won the Best Mobile Solution for Enterprise Award for the team’s innovative wearable-technology seat-marking product, “smart glasses” designed to improve the manufacturing process and accelerate time to market for the A330 aircraft. The initiative underpins Airbus’ digital transformation agenda and provides leading edge technology and field support enabling operators to mark seat placements six times faster and has reduced errors to zero on the A330 ... Read more

How Do You Stand Apart from Your Competition?

March 2, 2017

Understanding how your customers perceive your brand as a whole — and your brand value — is an important component of developing strong customer relationships. However, as customers look for specialized expertise to meet their needs, companies must distinguish divisions and sectors from the competition through niche marketing. While many companies know they need brand research at the corporate level, we have found tremendous benefit in doing brand research at the division or the business-unit level in order to meet this trend of niche marketing. It makes sense when you think of each division or business unit as a separate company. As ... Read more

QA: Kathy Sebuck, Citrix, on How Market Research Helped Shape Messaging

February 28, 2017

We often say the gut is a good starting point for developing messaging around your brand or new products and services. After all, you hear what your clients say every day; however, we advocate verifying those assumptions with data. Ad, message testing, and new product research can help you craft a message that resonates with your target buyer and increases the ROI on your investments. For a real world application of ad, message testing, and new product research, we spoke with Kathy Sebuck, Citrix Public Sector senior regional marketing manager. In late January, Citrix Public Sector launched a government-focused microsite at ... Read more

ACT-IAC Announces Igniting Innovation Finalists

February 23, 2017

Who are the brightest minds in government IT problem solving? How are their ideas translating into programs shaping our government? Find out at The American Council for Technology and Industry Advisory Council’s (ACT-IAC’s) fourth annual Igniting Innovation 2017 Showcase and Awards event. Igniting Innovation showcases these ideas and successes, helping spread best practices to other IT professionals across government. ACT-IAC has announced the Top 30 nominations — these government, industry, and partnerships at the federal, state, and local levels developed programs featuring ways to improving processes through automation, providing new digital services, and implementing cutting edge technologies. Click here to learn ... Read more

How Journey Mapping Helps Hone Your Message

February 21, 2017

When Dr. Rosita Thomas joined the Market Connections research team, she brought her vast experience with journey mapping to our range of offered services. What is journey mapping and why is it important? Notably, how can it help you with your marketing efforts? We sat down with Rosita to get some insights. MC: First, what is journey mapping? Rosita: In essence, it’s a way for businesses to see exactly where and when they have the best opportunity to leverage their capabilities to impact customer decisions. We use a qualitative research methodology to map their process — or journey. We start by ... Read more

Winning Contractor: Accenture Federal Services to Support FBI HR System Modernization

February 16, 2017

In January, the FBI awarded Accenture Federal Services (AFS), a seven-year blanket purchase agreement (BPA) with a $100 million ceiling to provide application services and continued introduction of digital solutions for the bureau’s HR systems capabilities. This contract is a continuation of a five-year contract where the FBI and AFS laid the foundation to achieve a workforce as diverse as the population the bureau serves. Under the new BPA, AFS will continue to help the bureau modernize its HR IT capabilities, enabling the bureau to gain greater insight and increase efficiencies to reduce administrative burdens for FBI employees across the country. This award ... Read more

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