What does the word “branding” mean in the B2B landscape? In my line of work, I often see the term get misunderstood and undervalued. Many CEOs and decision-makers see branding as synonymous with costly advertisements and sponsorships—an expense rather than an...
Nowadays it’s easy to get caught up in the latest marketing trends and technologies, chasing after quick wins. However, the foundation of any successful marketing strategy remains the same: truly understanding your customer. Peter Drucker once said: "Marketing...
There’s a lot at stake for businesses—especially within their first few years of operations. The Bureau of Labour Statistics finds that 18% of small businesses fail within their first year, 50% within five years, and 65% by the tenth year. That doesn’t leave a whole...
"In matters of style, swim with the current; in matters of principle, stand like a rock." - Thomas Jefferson There’s no shortage of leaders in business. Everyone has had one, but that doesn’t mean all the leadership you’ve experienced has been truly strategic. Like...
Do you know your audience? Or do you just think you know your audience? Nowadays, you can’t rely on guesswork and intuition to drive growth. You need to know exactly who your audience is, what they want, how they make decisions, and what might keep them from picking...
Quick question: When was the last time a company’s messaging moved you? If you have an answer in mind, here’s a follow-up question: Was that company - in a sector that is bringing to market a highly engineered product addressing a specific need? Chances...
