Articles: Marketing

What is brand?

Brand is a top priority for many businesses, but it often lacks a clear definition, owner, or action plan. People frequently conflate the term “brand” with related concepts like vision, awareness, positioning, and design, and so it never really gets articulated, and therefore never really gels. I’ve been doing brand work for a long time, across a wide range of clients—from massive global conglomerates to edgy startups to small local businesses, and everything in between. Personally I’ve…

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Who is your customer?

The art and science of customer segmentation can get a bit complicated, but there’s a simple framework I’ve been using with enterprise, small business, and startup clients for the past few years that seems to work well to sharpen thinking and provoke new insights.

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