The 4 Greatest Marketing Challenges for Startups

The 4 Greatest Marketing Challenges for Startups

For the curious and ambitious, marketing at startups is incredibly exciting. Depending on the lifecycle of the company, you have responsibilities anywhere from building a marketing team and mapping out strategy, to running targeted campaigns catered to well-defined audiences. It’s a high stakes game where the challenges are immense. Only 33% of startups ever make…

The Fundamentals Of Brand Trust: Building Trust The Right Way
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The Fundamentals Of Brand Trust: Building Trust The Right Way

It’s important for brands to nurture trust, no matter big or small. In fact, it’s easier for small brands and can lead to significant financial benefits. Brand trust is all about credibility and integrity. Once you understand that you can build brand trust more effectively. Trust is important in essentially all interactions in our society….

Marketing ROI: When It’s Useful & When It’s Misleading
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Marketing ROI: When It’s Useful & When It’s Misleading

Marketing ROI appears to be lauded as the go-to metric to measure the effectiveness and efficiency of your marketing initiatives. Though definitely useful, marketing ROI can also be misleading and undermine your brand performance in the long run. You need to make sure only to apply marketing ROI when it’s appropriate to do so. When…

What Is Woke Washing And How To Avoid It?

What Is Woke Washing And How To Avoid It?

Brands are shifting their attention toward brand activism as sociopolitical issues become more prominent in the social debate. Most of these initiatives, sadly, are inauthentic woke washing. You may have heard of greenwashing, but now there is a fancy new term in town: Woke Washing. As sociopolitical issues earn a more substantial share of voice…

Simple brand extension strategy that doesn’t kill authenticity

Simple brand extension strategy that doesn’t kill authenticity

Brand extension strategy should nurture the perceived authenticity of your brand. Authentic extensions maintain standards and style, honor brand heritage, preserve the brand essence and avoid brand exploitation. Authenticity is one of the most valuable assets of symbolic brands and should be included in a broader extension strategy. When a brand grows in favor in…

Is your brand really authentic? Here’s how to find out

Is your brand really authentic? Here’s how to find out

As the market is flooded with fake and inauthentic marketing it is now more important to be authentic. Authenticity is a tricky thing to fully grasp. You can measure perceived brand authenticity by asking your customers what they think about the continuity, credibility, integrity and symbolism of your brand. Raise your hand if you are…

How brands use co-creation
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How brands use co-creation

The Co-Creation Continuum is a good model to gauge how brands use co-creation. It ranges from a sporadic approach that sees co-creation as a tactical market research tool to a systematic implementation of co-creation as a strategic collaborative innovation method. Most brands use co-creation more tactically Brands are a process. The process can take on…

Case Study: Changing public perceptions of insurance
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Case Study: Changing public perceptions of insurance

People don’t like insurance companies. They see them as greedy evil sales organizations that care only about their own profits. Some don’t even trust them to pay out claims[1]. This is ironic since paying out claims is the fundamental service these companies offer to customers. It’s sort of like not trusting coffee houses to pour…

What is brand orientation? [With examples]

What is brand orientation? [With examples]

TL;DR Brand orientation is a management philosophy that puts brands at the center. It sees the brand as a strategic device and a competitive advantage. Brand orientation has an impact on profits and brand performance in addition to providing a framework of behavior. It can be evaluated across eight different dimensions including implementation, relationships and…