B2B companies experience an ongoing tension between corporate marketing and each of multiple product marketing teams - because their goals aren’t completely aligned.Read More
As thought leadership platforms evolve into audio/video/digital experiences, there is a greater risk that poor production quality or poor execution can undercut the carefully crafted look/feel/voice of the brand.
Here are 6 things you can do to set up some brand controls while fostering the development of new content.Read More
How you name your products defines how you communicate about the core deliverables of your business. A well thought-out system for naming is a natural part of developing and managing a brand.Read More
How do we capture the essence of our brand in a handful of words?
This sounds hard. That’s because it really isn’t the right question to be asking.
Better: What brief phrase can strengthen and deepen understanding of our brand?Read More
It is not uncommon for young companies (particularly technology start-ups) to come to market with multiple brands right out of the gate…Before long, the elevator pitch loses sight of the big idea and becomes mired in the weeds talking about how all the pieces fit together.Read More
How do B2B brands get broken?
Chapter 3: Age: The telltale signs your brand has grown old before its time – and what to do about it.
Successful brands adapt quickly to external shifts - and may even be the ones leading the change. For other brands, the broken ones, they wait out the change – but may eventually get to a point where what they say and do no longer fits what the market has come to expect.Read More