Branding
You are the brand now
On Brand
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Hello from my perch in the woods of northern Maine (where I first started this Substack, last summer!). I’m looking forward to a few weeks of quiet time and writing, listening to loons call across the...
Three marketing bottlenecks That keep B2B brands stuck (and their symptoms)
Frontera
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Three marketing bottlenecks keep B2B brands stuck at a certain revenue level: Wrong Positioning, Ineffective Messaging, Weak Distribution. These problems keep the business from growing to its next sta...
The "contentification" of marketing and decline of brand strategy
The Social Juice
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I hate the use of C-words in marketing: Culture, Community, and Cult. Because it’s getting harder and harder to define why people buy brands. The research tells us most buyers are irrational, and the ...
How to explain brand to finance
On Brand
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Most founders and execs pride themselves on financial acumen. They understand investment principles and how compound interest builds wealth over time. Yet when it comes to brand building, these leader...
How to write Brand Concepts to validate your brand positioning
Beloved Brands
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Only a fool would start writing a brand concept without doing the necessary homework. I will show you how to write a brand concept that uses the brand idea, consumer insights, functional and emotional...