Which came first? The product or the organization? While in many cases, the product stands tall—the splash it made, the awareness it sparked, and the customer loyalty...
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Think Like the Brand You Are
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Omissions in Your Writing Process that Cripple Your Leadership
Thought leadership motivates your readers to see you as an expert. It can even give you monopoly power in your area of expertise. But building that leadership through...
Turn Your Single Product Brand into an Authentic Corporate Identity
Is your brand imprisoned by a single product? Don’t worry…we know someone on the inside who can help you escape. Some guy with an insane plan and a blueprint of the...
The Key to a Smooth Branding Experience
You’ve decided to pull the trigger and invest in your brand, setting aside the budget and time needed to get things rolling. Your workshop is scheduled and you’re...
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The Simplest B2B Funnel Strategy to Get Started
In B2B marketing, we're often supporting business development funnels. Basically, we're sending traffic to sales. Those are different from B2C funnels in that we're not...
Can Authentic Brands Be Canceled?
Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a logical, highly relevant follow-up question....
Don’t Improve Your Marketing Processes (Let Your Team Do It)
With the right marketing team, and clear process improvement objectives, you can change the entire culture of your organization and get a ton done…if you know how to...
To Build an Enduring B2B Brand, Start Small
A strong, healthy B2B brand builds a community. If a B2B brand is serving customers well and consistently, and guiding its employees with a strong vision, then its...
Reach Your Brand’s Audience. Use Story.
How do you truly connect with your brand's audience? Through story. Great stories stick with us...and the reason why is no great mystery. They resonate. From Star Wars...
Keep Your Team Focused with KPIs
https://youtu.be/mx1wEPkoeTA It sucks to have to manage your team closely, especially when most good people want to grow. So how do you let them know why they’re here,...
How to Tell a Remarkable Brand Story
This is it, remarka-fans. How to tell a remarkable brand story This month, I’m cutting right to brand story—the heart of a brand’s posture toward the world and its...
Simplify Marketing Management
Marketing is simple, but it can feel complicated with all the BS you have to cut through. Let me simplify the checklist for a coherent strategy. Because if you...
The Power of a Great Brand Metaphor
There’s any number of highbrow ways to kick this article off. Where to start? In going with a splendid example of a no-frills metaphor, I’m torn between: William...