How remote collaboration in marketing has changed — and why it’s here to stay

How remote collaboration in marketing has changed — and why it’s here to stay

In a matter of days, the COVID-19 pandemic altered where marketing teams got their work done and how they collaborated with colleagues. Research suggests that the remote work environment is here to stay in some form, with less than one in five executives saying they want to return to the office as it was pre-pandemic. Employees are eager for hybrid office and remote options, but some executives express concern over the impacts these hybrid work environments could have on company culture. (more…)
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Interim CMO vs. Fractional CMO: What’s the difference, and what do you really need?

Interim CMO vs. Fractional CMO: What’s the difference, and what do you really need?

You know you need a marketing leader: someone to move your go-to-market strategy forward, guide your team, and integrate activities. While the requirements of the role might be straight-forward, the solution is often anything but. In a world of increasingly diverse and flexible marketing leadership options, how do you define the ideal fit for your organization? (more…)
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Marketing budget allocation: Why there’s no silver bullet

Marketing budget allocation: Why there’s no silver bullet

At Authentic Brand, we work primarily with small to mid-size growing businesses that have started to invest in marketing activities but aren’t sure if they are allocating resources in the best way to support their business growth goals. One of the most common questions we get from clients is, “How much should I spend on marketing?” It seems like a simple question, but unfortunately, the answer isn’t. The not-so-satisfying answer we often give to questions about marketing budget allocation is, “It depends.” (more…)
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Is your business committing random acts of marketing? [Part 3]

Is your business committing random acts of marketing? [Part 3]

If you haven’t read part one and part two of our random acts of marketing series, we encourage you to start there! If you’ve been following us here for a while and reading this series, you know by now what we mean by “random acts of marketing.” If you’re getting up to speed, here’s a quick definition: Random acts of marketing: When growing businesses activate marketing on a reactive, tactical, “shiny object” basis or with short-term, experimental bursts. Ultimately, random acts of marketing burn through resources without building…
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Is your business committing random acts of marketing? [Part 2]

Is your business committing random acts of marketing? [Part 2]

If you haven’t read part one of our random acts of marketing series, we encourage you to start there! 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.” Read more
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Is your business committing random acts of marketing? [Part 1]

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.  Read more
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Daneen Kiger, Global Marketing and Brand Leader, Joins Authentic Brand as Fractional CMO & Consultant

Daneen Kiger, Global Marketing and Brand Leader, Joins Authentic Brand as Fractional CMO & Consultant

Kiger’s leadership experience spans healthcare, medical devices, education, retail, eCommerce, and technology sectors. MINNEAPOLIS, MN - October 13, 2020 Authentic Brand announces the expansion of its Fractional CMO team with the addition of Daneen Kiger, an experienced global marketing and brand leader whose background includes scaling teams, growing channels, and developing international product strategies for businesses $20M - $1B+ in annual revenue in over 40 countries. (more…)
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How to strike a balance between innovation and perfection in marketing

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. Failing to deliver on a promise erodes stakeholder confidence and trust.  (more…)
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Focus, fear, and flexibility — why they matter to business growth

Focus, fear, and flexibility — why they matter to business growth

Focus is the act of choosing where to invest and, more importantly, where not to. It recognizes that every business, no matter its size or type, has limited resources (time, money, energy). If you spray these limited resources in many directions, you dilute your efforts. If you point all of your available resources to 3-5 focus areas, you’re going to move further, faster — with a clearer understanding of how each investment impacts your business.  (more…)
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Agility: an essential ingredient for brand relevance in a changing world

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. (more…)
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