Today we’re bring you Five Questions with… Jeremy Miller, brand builder and author of “Sticky Branding.” For Jeremy, branding is deeply personal. After watching his family’s business nearly hit rock bottom, he and his family were forced to take a long hard look at the way the company was run and at the industry as a whole. Jeremy realized it wasn’t his company’s sales people or marketing processes that were failing, it was their brand. This caused him to regroup, revamp, and rebrand the business. And within a year the company turned the corner and rocketed into growth mode.
That experience inspired Jeremy to embark on a decade-long study of how companies grow recognizable, memorable brands — what he calls Sticky Brands. Fast forward to today, Jeremy has interviewed thousands of CEOs and business owners and profiled hundreds of companies across dozens of sectors. He lives and breathes marketing, branding, and business development, and he knows what it takes to grow a Sticky Brand.
What are you most excited about in the current B2B marketing scene?
Binge Marketing. An area that fascinates me is how active buyers binge. It’s like Netflix. When a customer is buying they consume everything. They read your website, watch your videos, download your white papers, search your brand on Google, and visit your social media sites. They consume it all.
The binge is exciting for 2 reasons. First, companies can create a competitive advantage by facilitating the binge. And second, you can spot the binge in your marketing automation data, which helps your sales reps engage the right prospects at the right time.
What do you see as your biggest marketing challenges?
Trying to do too much. There is always another tool and platform that is adding to the complexity of marketing. As a result, marketers have a tendency to add to their portfolios. It’s an issue of FOMO — fear of missing out. But trying to do everything is the fastest route to mediocrity. The best brands are very selective, and choose a few areas where they can be brilliant.
What do you wish you or your team had more of?
What or who inspires you, and why?
I am constantly inspired by the people and companies that are challenging convention and finding unique ways to grow their brands. I love seeing companies innovate and redefine what is normal in their industries.
What is your greatest marketing achievement so far?
I beat Oprah. At least for a week. No, seriously, my book, Sticky Branding, came out in January 2015 and was an immediate bestseller. It was #1 on the Globe and Mail Bestsellers list beating out Oprah’s book, “What I Know For Sure.”