A POV Manifesto demonstrates and proves to the team that leadership has a future-facing plan grounded in market and customer realities. That there is an endorsed, thoughtful method to the madness that ideas and decisions are to be filtered through. The Point of View Manifesto eliminates internal competition around ideas and objectives and gets the team on the same page, literally,Read More →
Stories that get the working money view the opportunity through a wider lens and demonstrate to potential partners the organization is operating with a clear view of the opportunity and conviction in how that opportunity will be realized. It is clarity with conviction on big ticket opportunities and the larger human imperative associated with it.Read More →
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.Read More →
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.Read More →
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.Read More →
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.Read More →
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.Read More →
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.Read More →
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 →
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