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brand

The Role of Research to Develop Personas

January 3, 2019 —

The Role of Research to Develop Personas

New Year, New You It’s January again, and as with every year, many people are seeking to better themselves. The blank slate of a new year is full of endless possibility. Brands are not immune to this pursuit of self-improvement either. Equipped with a renewed budget and a clear head from the holiday break, many businesses are wondering what’s the best way to save time and money, turn insight into action, and find a meaningful place in their customers’ life. If you’re not already, it’s time to unleash the power of personas. Too often, brands are created, products are developed, and campaigns...
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The Pros and Cons of Launching a New Category

November 20, 2018 —

The Pros and Cons of Launching a New Category

What’s Old Is New Again People have been drinking coffee, listening to music, and shopping for groceries forever. But if you peered into the modern household, chances are these common operations would look completely foreign to someone ten years ago. One might load a coffee pod while streaming an album from their phone, then ask their voice assistant to add something to their online cart. This is the brave new world of brand category creation, and it’s something that we’ve written about extensively. The reason we spend so many words on this topic is that it’s absolutely paramount to...
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Sales: The Critical Element of a Growth Company’s Brand

October 25, 2018 —

Sales: The Critical Element of a Growth Company’s Brand

Sales and Brand: A Connection Worthy of Discussion Sales teams exist to grow revenue and keep customers happy. They’re also brand builders and the face of the brand to many customers. They hear what customers want and keep a pulse on the market. When it’s easy for sales to share their observations with product development and marketing, their feedback spurs product improvements, brand definition, and growth. The first step in this process, though, is for sales to provide a clear explanation of the problem their product solves. Recently we caught up with Pier Barattolo, a sales leader with...
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Personalization Can Drive Meaning For Brands

September 19, 2018 —

Personalization Can Drive Meaning For Brands

What helps create a truly meaningful brand? A flawlessly articulated purpose? A killer logo? A leadership team that really understands the value of brand? Complete internal alignment? Oftentimes, the interplay of many different brand elements work together to create cohesive and lasting meaning. But one element that is gaining value in the world of branding is personalization. Right now, personalization is “in” with brands. Mass consumption and mass production are becoming things of the past. These days, brands that matter and resonate with people are the ones that feel like they’re...
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To Every Marketing VP: How to Talk About Brand so Your CEO Will Listen

July 26, 2018 —

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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