When marketing results fall short, the instinct is often to spend more. Increase the advertising budget. Produce more content. Attend another trade show. Hire another agency. Launch another campaign. The assumption is simple: if the current level of investment isn’t delivering enough growth, a larger investment will. Sometimes that’s true. More often, it isn’t. We’ve … Read more
Most businesses don’t set out to create a confusing brand message. In fact, they usually spend a lot of time talking about their brand. They redesign websites, update presentations, rewrite brochures, refresh logos, and publish content across multiple channels. From the inside, it feels like the business is communicating constantly. Then something interesting happens. A … Read more
Most businesses think they have a marketing problem. They need more leads. More website traffic. Better social media. A new website. More content. Better ads. Those are usually the symptoms they see. The problem is that marketing is often expected to solve issues that started long before the first campaign was launched. Marketing can’t compensate … Read more
Why “We’re Different” Isn’t a Differentiator (And What to Say Instead) Every company thinks they’re different. Almost none of them can explain how. It’s a practical problem. Ask most companies what sets them apart, and you’ll hear some version of the same answer: “We’re really focused on relationships.” “We offer great customer service.” “We care … Read more
