It’s a common experience among many communications professionals: after helping an organization build its brand reputation during good times, we often see our efforts unravel the moment an economic downturn hits and senior management decides to cut spending on brand communications. It’s understandable. But it’s also a mistake, since difficult times are exactly when an organization should remain visible and emphasize its brand.
As many of us know, middle managers are disappearing because Baby Boomers are retiring, but also because companies have fewer entry-level workers to promote to middle management roles. The Financial Post article, Filling in the middle: The dangers of disappearing middle management, describes the skills gap that’s been created by the lack of middle managers in the workplace. And it’s far from an ideal situation.
Your company is about to launch a new product or service. It’s been in the works for months, maybe years. You are convinced it will be a huge success. It even has the potential to position you as an expert and your company as a market leader. But how do you get the word out? And more importantly, how do you drive sales?
