Category: Positioning
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Guinness, Michelin, and Red Bull: When your actions speak louder than ‘marketing.’
We’ve been sold a lie. The lie: marketing is about ads, slogans, and social media campaigns. But what if the best marketing isn’t marketing at all? Guinness, Michelin, and Red Bull figured this out long ago. A beer company cataloging world records?A tire manufacturer rating restaurants?An energy drink brand racing Formula 1 cars? Madness, right?…
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Your ‘business’ is your ‘brand’
I see a troubling disconnect between holistic brand-building and the relentless pursuit of measurable growth everywhere I look. Where are all my ‘B2B SaaS’ folks at? Just kidding. This fixation on numbers has led many to view brand-building as a “fluffy” endeavour, relegating it to a mere checkbox on a marketing to-do list or isolating…