Bruno Guicardi

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Implement these tips to quiet the noisy holiday promo rush and bring attention back to your company.  “Keeping up with the Joneses” seems synonymous with the ability to maintain a successful brand among some of your biggest competitors in a tight economy. Pulling out all the stops, especially during the busy season of holiday advertising campaigns, company leaders are striving to compel consumers to pay closer attention to their business' latest products and services. Based on their own experiences, the experts from Fast Company Executive Board realize that if you're trying to build long-term customer loyalty and strengthen positive brand recognition, sometimes it's not about following the latest holiday trends at all. Instead, it's about understanding what your clients and potential customers need right now and how remaining authentic as a brand can better demonstrate a company's ability to deliver satisfying results that urge people to return throughout the year. Here are 18 suggestions they highly recommend other leaders to explore.

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Leaders discuss the rise and impact of online businesses. For small-business owners, e-commerce is a game changer—connecting startups with 24/7 access to ideal target markets at a rapid pace. If you want to be a standout, it's essential to differentiate your brand of products or services by offering a unique value proposition and a seamless online shopping experience to encourage return customers.  Knowing that a potential customer is just one click away, business leaders and their teams must also do a deeper dive to determine the underlined meaning of customer behavior patterns and tailor, as needed, to the individual e-commerce experience. Below, nine Fast Company Executive Board members explain how the pros of e-commerce (mainly) outweigh the cons and help businesses meet their bottom-line goals.  

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While specialization and standardization through mass production drove business success for 150 years, the same approach is unsuited to 2023's digitized economy.

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A successful webinar will engage, educate and possibly persuade its target audience and keep the host top of their mind for their future needs. Webinars have become an increasingly popular tool for businesses to engage with potential clients and customers. However, simply hosting a webinar is not enough to ensure success. To make a lasting impression and achieve desired outcomes, businesses must use best practices to create engaging and informative content that resonates with their audience. Whether it be educational or persuasive, effective webinars require careful planning, preparation, and execution. To that end, 15 Fast Company Executive Board members weigh in on some of their best practices for hosting webinars that are useful, relevant, and valuable for potential clients and customers.

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Here's how to write winning word copy that encourages a call to action. Creating compelling content is a lot easier if you're already developing quality products and services.  Standing confidently in what your brand represents and delivering an authentic copy message backed up by tangible results will make a difference to your target customer.  To engage your audience even further through a broader range of platforms, it's beneficial to speak directly to their needs and provide them with the expert information they are seeking to overcome business challenges and improve their client success rates. If you dread the copywriting aspects of your business, 14 Fast Company Executive Board members are here to help you get started, whether you're writing content for your website, social media platforms, email marketing, or advertising.

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Here's how employers can find a charitable organization to sponsor this holiday season and beyond. During the holidays, in particular, many company leaders often consider how their establishment can lean in to assist with funding or volunteer its time to support a charitable cause, in the spirit of giving.   But what is the best way to choose the right partnership with a reputable foundation that makes the most sense and enables your organization to do the most good? Below, 11 members from Fast Company Executive Board are sharing their tips to help you get started, whether you plan on giving back for a season or throughout the entire year.