Mario Pace

Building and maintaining a brand's reputation is first and foremost a matter of consistency in your brand's messaging, across all touchpoints and channels. Which is easier said than done: consistency requires rigorous alignment across functions and departments to ensure cohesive messaging. This is particularly true for a brand's core values: consumers look for authenticity and trsutworthiness in brands and it all stems from a brand's values.

Brand repositioning is necessary when your brand's image is blurred, confusing and/or when, for whatever reason, you're not building a strong emotional connection with your target audience. Once you've assessed the situation through research at a number of different levels - customers, consumers, competitors - then you embark on a journey to have your customers/audience 'unlearn' about your current brand positioning, which is easier said than done.

Evaluate tasks and issues based on their potential impact and alignment to the overarching goals of the organization. In most cases tasks that directly generate revenue in the short or mid term. In merchandising, most times it boils down to product assortment and availability. Once those have been tackled/delegated for resolution, focus on the activities that indirectly generate revenue.

Sales people should think and act like the explorers of the old days gone. They should be curious, agile, adaptable and, most importantly, they must prepare well. Before setting to circumnavigate the globe, Magellan researched, planned, gathered information for decades.

Helping customers with their pain points is the essence of sales and prospecting, as a foundational element of the sales effort, is where brands have a magic opportunity to engage with leads and prospects to identify and address a customer's persistent pain points. Engagement is definitely the leading way to discover pain points your brand may be able to solve: market research, social listening, competitor policing, industry/category insights. Anything that can bring you closer to understanding a lead's goals and journey is a precious step to getting closer to a sale

Meaningful and effective content is the driving force of social media. An impactful and successful content strategy will include the following steps, all of which are crucial to funneling customers and achieving sales: 1. Research: Know your target audience and tailor your content to maximize effectiveness 2. Awareness: Attract your target audience with stimulating and relatable content. 3. Interest: Hook your audience offering to solve their problems 4. Consistency: Keep them hooked through regular content