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.Read More →
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.Read More →
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.Read More →
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?Read More →
As Outdoor Industry leads quest for more sustainable practices, Oil & Gas targets TNF as salve for recent bad news.Read More →
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.Read More →
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.Read More →
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.Read More →
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.Read More →
Why 432 CMOs rank Brand Strategy as their Top Capability in 2020Read More →
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