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Marketing Technology — Your biggest headache or significant business driver?
November 24, 2020
Marketing Technology — Your biggest headache or significant business driver?
Choosing, implementing, and using marketing technology is one of the most common and painful marketing headaches. There are thousands of martech solutions on the market, making it challenging to determine which ones your business should invest in (and perhaps more importantly, which it shouldn’t). Get advice from three Authentic Brand Fractional CMOs.
Is your business committing random acts of marketing? [Part 3]
October 30, 2020
Is your business committing random acts of marketing? [Part 3]
If you haven’t read parts one and two of our random acts of marketing series, we encourage you to start there! Random acts of marketing are common, particularly for sales-driven organizations facing stalled growth. Executives at these businesses might know they need marketing, but they’re unsure how best to structure or measure its effectiveness. Not knowing how best to proceed, they often test out one tactic, channel, or message after another, hoping at least one of them works.
Is your business committing random acts of marketing? [Part 2]
October 28, 2020
Is your business committing random acts of marketing? [Part 2]
Tired of spraying your marketing budget across numerous tactics, channels, and audiences and hoping at least one of them will work? You’re not alone. We call this spray-and-pray approach “random acts of marketing.”
Is your business committing random acts of marketing? [Part 1]
October 27, 2020
Is your business committing random acts of marketing? [Part 1]
It’s a story we hear all of the time: A business grew rapidly in its first years by focusing on sales and pursuing whichever opportunities came its way. Eventually, growth leveled off. The company needed to do something to jumpstart its sales and fuel its next-level growth. Executives recognized it was time to invest in marketing.
Craig Levinsohn, Marketing Executive and Board Leader, Joins Authentic Brand as Fractional CMO & Consultant
October 26, 2020
Craig Levinsohn, Marketing Executive and Board Leader, Joins Authentic Brand as Fractional CMO & Consultant
Authentic Brand is pleased to welcome Craig Levinsohn as the most recent addition to its growing roster of Fractional CMOs. A tenured revenue leader and business advisor, Levinsohn’s career spans multiple industries and business models, with an emphasis on helping emerging organizations achieve next-phase growth.
Daneen Kiger, Global Marketing and Brand Leader, Joins Authentic Brand as Fractional CMO & Consultant
October 13, 2020
Daneen Kiger, Global Marketing and Brand Leader, Joins Authentic Brand as Fractional CMO & Consultant
Passionate about helping organizations and their people achieve peak performance, Kiger’s background includes leadership roles in healthcare/medical devices, retail/eCommerce, and software/tech sectors.
Let’s get strategic — Leveraging social media to advance your business
September 28, 2020
Let’s get strategic — Leveraging social media to advance your business
It’s hard to believe that YouTube, Facebook, Twitter, and Instagram were all launched within the last 15 years. As consumers, we’ve quickly become accustomed to social media being the first place we turn to engage with the brands we love. Given how embedded social media is within consumers’ day-to-today lives, these channels have also become one of the best ways for brands to reach their audiences.
How to build brand trust using social media in an era of distrust
August 19, 2020
How to build brand trust using social media in an era of distrust
It’s no secret that how much a person trusts a brand impacts whether they’ll purchase from it. Sixty-seven percent of respondents to the 2019 Edelman Trust Barometer said they’d buy a product from a company with a good reputation, but also said, “unless I come to trust the company behind the product, I will soon stop buying it.”
How to strike a balance between innovation and perfection in marketing
July 22, 2020
How to strike a balance between innovation and perfection in marketing
There’s a delicate balance between progress and perfection in marketing. When businesses strive for perfection, decision-by-consensus slows or stalls efforts. Innovative products, campaigns, and services never make it to market or a competitor launches their offering first, diluting your offering and investments. On the flip side, there’s a risk of moving too quickly and promising something that the business can’t deliver on or launching something that doesn’t meet customers’ needs.
Focus, fear, and flexibility — why they matter to 2020 business growth
June 26, 2020
Focus, fear, and flexibility — why they matter to 2020 business growth
We’re halfway through 2020, one of the most multi-faceted years in our lifetimes. As businesses look to the second half of the year, they’re scrambling to adapt their go-to-market approach to navigate the disruptive economic environment. They’re asking tough questions about their relevance in this new market and whether their product or service needs to change. They’re looking for new opportunities to grow. The lesson that businesses will learn this year is one that has always been true. Focus is critical for sustained growth.
Agility: an essential ingredient for brand relevance in a changing world
June 8, 2020
Agility: an essential ingredient for brand relevance in a changing world
We are quickly approaching mid-year, and business leaders everywhere are thinking about how they move forward in an undefined new world. Whether a business has been booming, shuttered, or stalled, the second half of 2020 is going to be monumental in separating companies that will thrive from those that will merely survive.
Ruth Glaser joins Authentic Brand as Fractional CMO & Consultant, extending firm’s B2C, retail, franchise, and e-commerce expertise
May 18, 2020
Ruth Glaser joins Authentic Brand as Fractional CMO & Consultant, extending firm’s B2C, retail, franchise, and e-commerce expertise
Authentic Brand is delighted to announce the addition of Ruth Glaser as Fractional CMO and valuable member of our growing marketing mindshare and team. As Co-Founder & Former Co-CEO of Let’s Dish!, Ruth brings consumer marketing depth and entrepreneurial growth chops to Authentic Brand’s SMB clients.