The DRMG Blog

April 6, 2022

Product Positioning Doesn’t Build a Brand, Because a Brand is More than a Product.

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.

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April 6, 2022

Gong Wins DRMG's Super Bowl B2B Ad Meter

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.

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April 6, 2022

Is it PR Time, Yet?

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. 

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April 6, 2022

New Pod - From $0 to $46 million in 12 months. Mosaic's road to Series B, a DRMG audio case study.

This is an audio case study on how a start-up can go from 0 to $46 million in just over 12 months through clarity and commitment, to an idea and a strategy. Their story is a confirmation in the power of brand strategy, even/especially for finance people. Except now they refer to themselves as Strategic Finance people.

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November 12, 2021

SurveyMonkey Misfires with Momentive Move

SurveyMonkey took the Google --> Alphabet approach to expansion, instead of the Mailchimp --> Mailchimp approach. Now the company has two, conjoined brands to support and promote, and in doing so have created what's known as the Siamese Twins conundrum.

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September 28, 2021

PFL's SaaS Brand Strategy Success Story

Innovate or die has never been more true in our age of digital transformation, when established service-based businesses need to evolve into a contemporary SaaS business or quickly become irrelevant, at best. Read about how PFL used SaaS Brand Strategy to avoid the dreaded innovator's dilemma to evolve from Service to Software.

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September 27, 2021

CMO Churn is the CEO's Fault

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.

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September 27, 2021

Strategic Narrative, Category Design, or Brand Strategy?

On this week’s episode of The SaaS Brand Strategy Show, we dissect the debate between business strategy legends Andy Raskin and Christopher Lochhead. Though framed in different ways, there’s an escalating focus on the story businesses use to tell and sell the market. With all our respect to these luminaries that have blazed the trail before us, we dive into their points of view, and ask the question—where is all this language coming from, in the messaging and positioning space? Do these points of view reflect different approaches to the same goal? Semantics or substance?

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August 31, 2021

The North Face Gets Hit by Lightning Strike from Oil & Gas Industry

As Outdoor Industry leads quest for more sustainable practices, Oil & Gas targets TNF as salve for recent bad news.

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June 24, 2021

DRMG Adds RK to the Crew

Ryan Kopperud joins the SaaS Brand Strategy movement.

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April 20, 2021

Ski Racing and Growth Hacking

Data-driven growth hacking tactics that start-ups rely on will generally take a company to $20M ARR. After that, you need something beyond product market fit and a hacked together funnel. Non-pro ski racers know the feeling.

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April 20, 2021

To Send It, You Have to Commit to the Category

Dynamic organizations are not afraid to push the story forward, to ask “now what” and go where the answer leads. The key to success is trust in the integrity of the process and invest mentally, physically, and financially in the idea. Here's how.

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