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brand strategy


Enabler Brands Are Inspiring, Too!

Enabler Brands Are Inspiring, Too!

Disruptor vs. Enabler Brands These days, disruptor brands get all the attention. Companies like Airbnb, Netflix, and Uber have each skyrocketed into popularity by rattling the industries they came from. We get it. There’s something inherently inciting, even American, about the idea of taking down the big guys with your off-kilter vision of the future. It’s easy to root for. But here’s the thing about trailblazers — if everyone blazes their own unique trail, customers are faced with a dizzying network of singular (and often incompatible) solutions. In the course of one day, a person might...
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Aligning Business Strategy to Brand Strategy for Long-term Growth

Aligning Business Strategy to Brand Strategy for Long-term Growth

Planning for Tomorrow We’ve written a lot about the importance of aligning brand and business strategy. But many leaders dismiss the business strategy as something necessary for the brand strategy. However, without understanding where the business is going, the brand can’t help the business grow in strategic ways. Aligning Leadership It’s obvious to work with the marketing team when developing a brand strategy. But gaining clarity on the business strategy can’t happen in a silo. You can’t develop a coherent brand strategy without internal alignment around the business strategy. That means...
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To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

The Role of VP of Marketing – It’s Not Easy Is VP of Marketing one of the hardest corporate jobs? We think so. As a Marketing VP, you have a set of responsibilities that varies dramatically day-to-day – and company to company. You touch every area of an organization and engage with almost every member of the leadership team to solve your business’s most pertinent problems. People look to you to drive demand gen campaigns, build awareness for products and the overall brand, support sales teams, support the company’s HR, and fuel recruitment efforts. And, of course, no technology marketing job...
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The Role of B2B Messaging and How to Get it Right

The Role of B2B Messaging and How to Get it Right

Disruptive and Transformational Technologies Technology is advancing like never before. With disruptive technology advancements in AI, machine learning, iOT, analytics, and so much more, it’s becoming more and more difficult for businesses to keep pace. Industries are being transformed and the world we live in is changing before our eyes. So how can you develop more compelling and differentiated B2B messaging for marketing and sales teams? As an agency, we work with many tech clients who are in the midst of this change – racing the clock to get to market before the competition....
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Investing in Corporate Narrative During Transition: Essential Tool for CEOs

Investing in Corporate Narrative During Transition: Essential Tool for CEOs

Transformations and Transitions The corporate narrative is an essential tool for CEOs. Persuading them to invest in one is hard sometimes. Competitive pressures on businesses today are stronger than ever. And as a result, many companies are taking new directions, which are leaving CEOs to reevaluate their position, redirect employees, and build new identities and strategies that are going to fuel business forward amidst important transitions and transformations. As many businesses today shift and flex to changing market demands, it’s easy for a large transformation or transitional period to...
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