The DRMG Blog

October 15, 2021

SurveyMonkey Misfires with Momentive Move

SurveyMonkey took the Google --> Alphabet approach to expansion, instead of the Mailchimp --> Mailchimp approach. Now the company has two, conjoined brands to support and promote, and in doing so have created what's known as the Siamese Twins conundrum.

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September 28, 2021

PFL's SaaS Brand Strategy Success Story

Innovate or die has never been more true in our age of digital transformation, when established service-based businesses need to evolve into a contemporary SaaS business or quickly become irrelevant, at best. Read about how PFL used SaaS Brand Strategy to avoid the dreaded innovator's dilemma to evolve from Service to Software.

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September 27, 2021

CMO Churn is the CEO's Fault

Marketing has one message to achieve awareness, sales adopts another to close the deals, and product rationalizes a different one to address competition and/or customer requests. This is a sign the company has likely grown past the original founder's insight and needs a new strategy to base the narrative. The CEO's are left to try and figure out how to get the entire company to talk about what they do the same way. And the CEO's solution is often to ask the CMO to fix it.

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September 27, 2021

Strategic Narrative, Category Design, or Brand Strategy?

On this week’s episode of The SaaS Brand Strategy Show, we dissect the debate between business strategy legends Andy Raskin and Christopher Lochhead. Though framed in different ways, there’s an escalating focus on the story businesses use to tell and sell the market. With all our respect to these luminaries that have blazed the trail before us, we dive into their points of view, and ask the question—where is all this language coming from, in the messaging and positioning space? Do these points of view reflect different approaches to the same goal? Semantics or substance?

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August 31, 2021

The North Face Gets Hit by Lightning Strike from Oil & Gas Industry

As Outdoor Industry leads quest for more sustainable practices, Oil & Gas targets TNF as salve for recent bad news.

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June 24, 2021

DRMG Adds RK to the Crew

Ryan Kopperud joins the SaaS Brand Strategy movement.

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April 20, 2021

Ski Racing and Growth Hacking

Data-driven growth hacking tactics that start-ups rely on will generally take a company to $20M ARR. After that, you need something beyond product market fit and a hacked together funnel. Non-pro ski racers know the feeling.

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April 20, 2021

To Send It, You Have to Commit to the Category

Dynamic organizations are not afraid to push the story forward, to ask “now what” and go where the answer leads. The key to success is trust in the integrity of the process and invest mentally, physically, and financially in the idea. Here's how.

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February 16, 2021

Category Design is Brand Strategy

Category design, brand positioning, and product marketing are all connected at the hip. If your brand doesn’t have its position and unique value proposition (UVP) nailed down, a new category will not be the silver bullet you are seeking. It's a tactic without a strategy.

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February 5, 2021

Welcome to DRMG, Welcome to SaaS Brand Strategy

Today, every day is early days in the tech industry, as disruption continues to force the rethinking of conventional means of doing business, including marketing. The same spirit of soul and service that powers consumer brands can power SaaS teams so they can own the brands that drive demand.

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February 3, 2021

Necessity is the Mother of Intention

Why 432 CMOs rank Brand Strategy as their Top Capability in 2020

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February 3, 2021

Push, Pull or Prod

Strategy appears when business as usual isn’t working.

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SAAS BRAND STRATEGY STARTS HERE

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