The DRMG Blog

May 23, 2023

The Customer Loyalty Myth: How Early-Stage B2B SaaS Should Think About Loyalty

37signals' “Just let me do my job” campaign leverages the company’s brand strategy, in that it is informed by the big change in the world, the problem they solve, and the associated benefits that make the customer the hero of the campaign. That's customer loyalty.

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April 11, 2023

AI and the Prosperity Platform

In business, there should be a reciprocal central quest shared amongst the business and its staff, customers, and the population at large, grounded in human nature, and not, to be clear, issue-related causes of our time, which have a place when they are aligned with the greater Meaning and Quest the company is on.

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March 27, 2023

Autodesk Plays the Fame Game for Oscars Night Lightning Strike

What is Fame and does it matter to B2B? Fame, in this regard, is notoriety and prestige gained through marketing big ideas on a big stage to a large audience. Fame, in SaaS Brand Strategy vernacular, equates to Lightning Strikes, disruptive events that get on the market’s radar, challenge category conventions, and in doing so capture people’s attention.

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March 10, 2023

The Elements of SaaS Soul: SuperPowers

Sales, and how meaning beyond product performance drives sales, is ultimately the key outcome we are after, and there has to be a way to connect meaning with sales. By aligning the organization around the SuperPowers and figuring out how and why the world needs them, you establish a distinct, ownable, and scalable culture of innovation, service, and value. This ultimately becomes the story your customers will tell and sell about you.

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March 1, 2023

The Elements of SaaS Soul: Context

First in a series on SaaS Soul. Soul requires boundaries in which truth can emerge by establishing context. Without constraints there are unlimited options. Without guardrails, the process becomes susceptible to sliding into well-worn ruts that feel more comfortable, less risky, more conventional. Happy crap.

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February 24, 2023

SaaS Brand Strategy Case Study: DashLX

In this episode of The SaaS Brand Strategy Show, DashLX co-founder Adam Stepanovic relays the struggles and breakthroughs associated with defining and establishing the Lived Experience (LX) category, and how the work of DRMG assisted in that journey.

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February 19, 2023

SaaS Brand Strategy...Know It When You See It

Brand strategy is the X factor in demand generation, conversion, customer loyalty, product development, employee recruitment and retention, and ultimately valuation. That’s DRMG’s thesis. We’ll explore examples in an attempt to illustrate where the brand strategy X factor appears and what we can learn from those who have incorporated it, both successfully and maybe not so much. So you know it when you see it.

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February 19, 2023

The Perils of All Sell, No Soul Business

When that larger strategic idea and opportunity is surrendered on the altar of revenue, what is the true cost of a revenue-only focus?

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February 3, 2023

Reduce and Reorient for Kick-Ass Content

Through reduction and re-orientation, the story you tell and sell about your company gains power through differentiation and removes you from the "better" game indicated by over-wrought and over-produced copy and production.

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January 24, 2023

Your Demand Gen Needs More Aware Gen

Conventional wisdom dictates that the first step of Demand Gen is to create awareness, but how B2B thinks awareness is created lacks impact and is easily copied. It's the Better game. Here's a little ditty on the opportunity to rebrand "brand-level marketing" in vernacular B2B will more easily understand and hopefully embrace.

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December 29, 2022

How is Brand Strategy Different From Category Design

While much of DRMG's work is informed by many of Category Design’s central tenets as championed and codified in Play Bigger, SaaS Brand Strategy is more than Category Design, and anytime you have a more-than you have to address the vernacular; you can't be like "We're better than Category Design.." otherwise you are in a game of better and not different. And as we all know, that's not the game you want to be playing.

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October 26, 2022

The Feedback Loop Through the Amoeba Analogy

Today (and maybe today only) let's think of a business like an amoeba. For those who no longer remember their 8th grade biology, an amoeba is a single-celled microbe that moves about by extending fingerlike projections called pseudopods and are controlled by a nucleus. They are either free-living in damp environments or they are parasites. While the essential nucleus of the cell remains fixed and protected, the pseudopods extend and contract in response to changes in the environments, both internal and external.

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