Brand Messaging Moments: How Your Brand Narrative Evolves as You Grow. Part 1.

Brand Messaging Moments: How Your Brand Narrative Evolves as You Grow. Part 1.

Brand & Messaging, Marketing
If you didn’t catch my last post, then please take a second and at least skim it. In it, I share what a brand narrative is, how to create one, and the potential ROI for your brand. That said, creating your brand narrative is never one and done. As your company grows, your brand narrative has to evolve. This allows you to keep up with new internal and external challenges that every growing brand faces. What milestones in your growth will affect your brand narrative? (more…)
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Why Create a Narrative for Your Brand?

Why Create a Narrative for Your Brand?

Brand & Messaging, Marketing
In 1962, the car rental company Avis was losing $3.2 million per year, and consistently losing to their main competitor Hertz. Then Avis changed their brand narrative and started embracing their position as number two in the market. Instead of trying to position themselves as better in the minds of prospects, they admitted they were number two and that it made them work harder. This convinced customers that they were going to get better service by choosing Avis. (more…)
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Lifecycle of a Brand: Building Stories that Start, Scale, Sustain, and Sell Businesses

Lifecycle of a Brand: Building Stories that Start, Scale, Sustain, and Sell Businesses

Brand & Messaging, Marketing, Virtual Panel
These Minnesota business owners have years of experience building businesses and building brands. They have perspectives from the "been there done that" side and the "still there, doing that" side. Learn how these entrepreneurs have shaped and reshaped their go-to-market strategies and stories through stages of growth and evolution. Get a founder’s perspective on marketing, brand, and maintaining focus and alignment through change. Gain real-world insights that will help you activate for today and plan for tomorrow. (more…)
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Messaging Matters: Meet the leaders who are revitalizing their brands through buyer-centric messaging

Messaging Matters: Meet the leaders who are revitalizing their brands through buyer-centric messaging

Brand & Messaging, Marketing, Virtual Panel
There are any number of reasons that a company may revisit its brand and messaging approach, including: Changes to the business strategy, market focus, product or services mix, buyer demographics, leadership, and merger / acquisition activity. Whatever the motivation, the process of reshaping the brand narrative and supporting messaging can be a hefty undertaking. (more…)
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Jennifer Zick featured on Fjorge Podcast: Mind Your Own Marketing Business

Jennifer Zick featured on Fjorge Podcast: Mind Your Own Marketing Business

Brand & Messaging, EOS / Traction, Event, Marketing
I recently had the pleasure of being a guest on Fjorge's podcast series, where I chatted with Tim Barsness about Authentic Brand's origins, our Fractional Marketing Leadership offering, our approach to creating "So What" Messaging, and why Authentic Brand is uniquely well-equipped to partner with organizations who are powered by EOS® / Traction®  to help build strong marketing muscle. Take a listen! (more…)
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Is Your Marketing Muscle Weak? Five indications that you need to pump some serious marketing iron

Is Your Marketing Muscle Weak? Five indications that you need to pump some serious marketing iron

Brand & Messaging, Fractional CMO, Marketing, Strategy & Coaching
It's a common situation for growing businesses: marketing is one of the last roles in the company to be prioritized. And it makes sense, to a certain point. Many businesses reach their first $5M, $10M, or even $50M through a focused sales-led effort, building relationships and expanding accounts and referrals. (more…)
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From “What” to “So What”: Building a Messaging Foundation for Modern Marketing

From “What” to “So What”: Building a Messaging Foundation for Modern Marketing

Brand & Messaging, Marketing, Strategy & Coaching
By the time I'm meeting with a business leader, it's because he or she is ready to invest in strategic, proactive marketing. Most often, the business has grown steadily through a sales focus and a bit of marketing "here and there" (with no clarity on what works or drives ROI). But now the business is at a point where sustained growth will require new approaches to pipeline development. It's time to invest in building a modern marketing team and program, focused on demand generation and expanded engagement. (more…)
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