Strategy
Picture this. You’ve just gone through a multi-week or multi-month branding process. You’ve pored over countless pages of research, interview, and survey results. Explored every possible synonym for that one-word-that-seems-to-be-the-only-word-but-still-isn’t-quite-the-right-word. Looked at every Pantone swatch under the sun. Tested the usability, contrast, and readability of your new
Strategy
Just about all new B2B software today is sold by subscription. The Software as a Service (SaaS) model makes it easy to sell software at a low up-front cost, continually update it, and understand how customers are using it. It also means customers have more choice. You have to earn
Strategy
Subjectivity comes with any creative endeavor. Ask anyone what they think about some piece of art, and it often comes down to a personal preference that can’t always be explained. “I dunno, I just like it.” “I would totally hang that on my wall.” “I’m not a fan.
Positioning
Humans are both intelligent and irrational. On the outside, we analyze every situation logically. We decide without emotion. We put the B in B2B. On the inside, we’re still a bit mammal. Hardwired for survival and the search for mates and social connection. Just like we were a thousand
Leadership
All Chief Marketing Officers know strategic branding projects are high stakes projects. You’ve received the executive leadership team's blessing and secured a budget. Now the real work begins. A new brand, you recognize, has the power to help your company grow and scale—not to mention surpass
messaging
When you hear the same chord played over and over, eventually it starts to sound a little stale. The same goes for messaging. When your organization relies on one narrow collection of messages—hitting the same note again and again—your customers can become tonedeaf to what you’re really
Strategy
Persuading company leadership that brand is worth investing in — it’s one of the first Herculean tasks faced any high-growth tech CMO. To those in marketing, design, or brand management — this idea is self-evident. Captain Obvious. But when the company is dominated by a tech vision, you almost always have
Strategy
It’s a zoo out there. The blockchain bonanza is in full effect. A technology that started on the fringes now finds itself firmly in the mainstream, bringing with it the promise to transform enterprises, upend industries, and forever change the world as we know it. In the decade or
naming
Your company needs a name. Or the current name needs to change. Or maybe you’re launching a new product. Early in the naming process optimism is high. Ideas come easy. We don’t judge, just generate. But then the time comes. You have to choose. Here even the bravest
Positioning
We evolve and build brands from the inside out. This same ethos also applies to how we create messaging—more specifically, how we’ve historically approached brand mantras and taglines. But as we look across the marketplace and see what our clients need from their messaging, we’ve seen a
Strategy
Every New Kinder hears the same handful of questions all the time: “What is branding, even?!” “What’s the difference between branding and marketing? Public relations? Campaigns?” “How do all of these pieces fit together (and why am I paying for all of them)?” As a tech marketer, you’re
Identity Design
Let's start small, elemental even, with something we all see every day: Logos. By nature, these iconic symbols are simple in construction, making them a useful tool to explore the concept of sequence of cognition. Simply put, humans process visual stimuli in a certain order, according to how