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...
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Think Like the Brand You Are
As you’re growing into the brand you want to be — and the leader you want to be — these insights help instill you with the kind of experience and good judgment that we’ve developed over years of experience. And it’s yours for free.
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...
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Using Brand Archetypes to Build a Consistent Personality
If you watch a popular movie or read a best-selling book with your brain turned off, you’ll probably get some déjà vu. Whether it’s following the hero’s journey, or...
Memorable Brands Have Personality
Not all brands have a personality, but the ones you remember do. Walking into a Mcdonald's is different from walking into a Chipotle. Sprouts feels different from...
Brand Identity: Fine-Tuning Your Frequency
Bold vision separates the active from the passive, the fine-tuned brand from the scattered brand. Had he not imagined sailing into the warm waters of a faraway port on...
3 Questions to Supercharge Your Analytics Team
Marketing can seem confusing. There are lots of numbers and nobody understands them all. Usually, the people who are most confused about relevance are those who bring...
3 Reasons to Avoid the Latest Marketing Fad
Fads are fun, but they wreck and confuse your marketing plan. As a B2B marketer, you probably don't want to take a stick of dynamite to your marketing plan and see what...
Your Brand Identity: What’s Your Frequency?
If you’re breaking ground with some new start-up in Austin, Texas, or in Silicon Valley, you’re in a place that eats, breathes, and sleeps disruption. If you’re a...
Keep Marketing Simple: Think Before You Market
"Smart" people make things complicated. Effective people start with a simple plan they can understand. And then they build on it. This is especially true in marketing,...
Nobody Trusts Copycats – Superficial B2B Branding
Why would you trust a copycat? Unless you’re looking for something cheap, shoddy, and just waiting to crumble, you probably wouldn’t buy something from one. The...
Chasing Trends and Superficial Branding
“The world needs you as you are.” Sure, you’ve heard it before. You’ve probably rolled your eyes. It’s hard not to hate that message when everyone from YouTube...