Category: Marketing

The role of a marketing leader has changed dramatically in recent years. What once was a role focused on brand, communications, creative, and advertising has expanded to include the ability to navigate a technology landscape that continues to grow exponentially and change rapidly.  (more…)

A buyer’s journey is the experience a buyer has at each encounter with a brand. Marketing teams often map a buyer’s journey to stages, and many buyer’s journey examples are available to help teams visualize them. (more…)

Entrepreneurial businesses usually know what they do really well. But they often struggle to articulate it in clear, compelling, and differentiated ways. Typically, what results are many iterations of brand stories that focus on product or service features rather than on the value delivered to their customers. These many story iterations create confusing and inconsistent messages that can hinder growth. (more…)

Brand is a squishy word that means a lot of different things to a lot of different people. When we’re working with entrepreneurial companies, their concept of “brand” is often that it’s the company’s logo, color palette, and font styles. In other words, the general look and feel of the business. But as a company grows, leaders must broaden their understanding of brand if they hope to mature successfully and become an unparalleled leader in their category.  (more…)

Regardless of their scale and pace of growth, growing businesses need to define and continually hone their go-to-market focus. This continued refinement enables a business to scale from a hopeful startup with a hypothesis to a category dominator that reinvents its space. (more…)