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.Read More →
When that larger strategic idea and opportunity is surrendered on the altar of revenue, what is the true cost of a revenue-only focus?Read More →
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.Read More →
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.Read More →
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.Read More →
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.Read More →
The nature of strategy is to identify, simplify, and focus on what really matters*. Never is that more important than when pessimism rules the day (and the market).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 →
DRMG now offers a full suite of go-to-market services in tandem with our category creation and SaaS brand strategy.Read More →
Positioning your company through the lens of your product is limiting, as it creates a narrow focus on product/feature/benefit with rational value props. This might work for product marketing but fails to impact the rest of the business, and ultimately leads to problems like SurveyMonkey’s.Read More →
This year, more B2B companies advertised during the Super Bowl than ever. That’s a more than $52 million marketing/media spend retort to those who claim B2B businesses don’t benefit from brand level marketing. Which ones work, which didn't, and why...? Here's our panelist's Top 5 (and why). Get the full commentary in the latest episode of The SaaS Brand Strategy Show.Read More →
When product and messaging have gained traction and you are now looking to take a half step towards a larger marketing program, PR is often top-of-mind (advisors/board members will also strongly encourage it). PR is not a silver bullet, but done well with the right partners it is a good investment.Read More →
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