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...
Articles
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.
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...
Why Your B2B Company Won’t Build a Remarkable Brand (Part 2)
The Problem of Non-Branding In our previous article in this series, we looked at the problem of ‘non-branding’ for B2B companies. We looked at the various reasons why...
Why Your B2B Company Won’t Build a Remarkable Brand (Part 1)
The Problem of Non-Branding At Resound, we believe branding is all about uncovering your authentic identity. But many people (especially in a highly technical B2B...
4 Causes of Accidental Branding (Part 2)
The world needs your brand. Your brand is unique, dare I say, remarkable. So your brand needs to resonate strongly with its authentic identity. But we all know a lot of...
How Brand Strategy Workshops Drive Clarity Deep
Without a structured approach, strategic planning fails to touch the ground. Here are the three ways a well-structured brand strategy workshop — and importantly, the...
4 Causes of Accidental Branding (Part 1)
We talk a lot about how the world needs brands as they are at Resound. Meaning - a company should be itself - have its own unique and true identity - and not try to be...
How Newspapers Build Content for Skimmers
The abundance of interesting articles makes it tough to cut through the clutter and get your message into the hearts and minds of your audience. But newspapers have it...
3 Things Decision Modes Teach Us About B2B Buyers
Decision modes affect communication. The method and mood people bring into decision making affect their reasons for buying and how they need information delivered. This...
3-Step Process to Differentiate Your Brand from the Competition
Comparisons help contrast two things, bringing out differences and showing how each is special. Why does this matter for businesses? Without bringing out the...
B2B Brand Competitive Research: 4 Reasons to Do it Right
Competition. What comes to mind? An epic struggle between two teams on a sports field? Candidates vying for an open position at a fast-growing, exciting tech company?...