If you try to be everything for everybody, you risk being nothing for nobody. Consistency in all leads to authenticity; It takes only a few missteps to unravel our efforts and lose traction with our audience. Quick aside… basic segmentation rules: Large base, a base with the capacity to pay, a base you can effectively …
Electricity takes the path of least resistance; Salespeople too!** Don’t give a 30 page brand guideline doc to your eComm paid search team. Sit, listen to their needs and deliver ready-to-use collateral. They’ll appreciate the effort you’ve saved them, your brand will be on point, and you’ll have millions, or billions of impressions with the …
“If you do not know where you come from, then you don’t know where you are, and if you don’t know where you are, then you don’t know where you’re going. And if you don’t know where you’re going, you’re probably going wrong.” Terry Pratchett Guiding a product to a new brand position must begin …
