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Your Customer Just Replaced Your CEO


Advertising in the traditional sense is dying. Interruptive advertising – via TV, radio, Internet or phone – has given rise to as many means to shut out marketing messages as there are to deliver them. Think iPod, TiVo, Do Not Call, and Anti-Spam.

The “Push-Pull” concept, the very foundation of marketing, is starting to falter. Push-Pull is the two-way street of creating a sales opportunity. Imagine a doorway situated between you and a potential customer. You can either use force to pull them through the doorway, or use force to push them through it.

Businesses and consumers no longer want to be marketed to. They don’t want to be pulled, and they certainly don’t want to be pushed.

If you’re the leader of your company, or if you have a top executive you report to, that person is NOT in charge of the business anymore. Your customers are.
They can turn you on, or turn you off. They can delete you, blacklist you, or give your brand a “virtual no” with a simple click.

So it’s time to stop pushing and pulling, and start putting your faith, heart, soul and every ounce of being into your customers’ experience.

People welcome leadership, either wanting to be in the presence of it, or wanting to have it. Lead your customers and prospects to the opportunity your brand represents, and let them be in charge of the progression.

“Leadership Branding” is offering high-quality information, experience, and empowerment, which enables the potential buyer or customer to willingly take the ride, and explore your brand with depth and purpose.

So put on your customer hat, and before taking any new marketing steps, ask these two critical questions: What do I want my customer or prospect to think when they encounter my brand? What do I want them to do? You’ve just taken your brand and business to a higher level.

Ed Delia is President of Delia Associates, a brand development and business marketing firm established in 1964 that helps clients identify, create and launch a distinctive brand identity to achieve market leadership and new business growth. Delia Associates has integrated a number of web-based branding tactics to help niche businesses achieve a competitive advantage. Ed is a frequent speaker on the topics of branding and technology-driven marketing. Visit:


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