Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In

Posted by Owen Matson, Ph.D. on April 18

At its core, brand strategy is all about highlighting the differences that define the unique value of an organization, its products, and its services.  Yet branding is not only about being different.  Branding also involves a degree of what we might call sameness:  While striving for difference, brands must conform to norms that make them accessible and familiar to target audiences.

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Topics: B2B Marketing, Brand Writing, Digital Marketing, Brand Identity, Brand Development, Brand Strategy

Why Marketers Confront Widespread Misunderstanding of their Role and Value

Posted by Owen Matson, Ph.D. on April 6

Study Reveals that Marketers are Increasingly Frustrated over Widespread Misunderstanding of their Role and Value in Organizations.  

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Topics: Business Communication, storytelling, Thought Leadership, Brand Writing, The Marketing Profession, Marketing, Digital Marketing

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