s11s

Was going to reply on the channel, then remembered I would be banned.

Vision - yes. That’s what is driving the clients to the promised lands, correct? Helps in aligning employees, making strategic decision making decentralised, and making sure you the right folks walk in when hiring is on.

1. What is the difference between promised land and vision? 

2. You typically start with the vision. Now if the promised land is the vision call it that and go ahead.

I am not really sure whether you got to have a public mission and vision but yeah, it’s certainly important to keep the promised land and mission/vision written internally and in concrete form so that strategic decision making becomes easier.

One piece of advice: Stop reading marketing and start reading as much psychology as possible.

Not marketing psychology, social and behavioural psychology.

A good set of books would be Paradox of Choice, Fooled by randomness, Play Bigger, Sutherland’s two books on marketing storytelling, Ogilvy’s memoir and so on.

Also, understand that content is a manifestation of brand. Content is the tactic and brand is the strategy. You're in a position of strength transitioning up. So don't forget what you've been doing for so long, just figure out how to do it better.

tempFileForShare_20220128-193857.jpg

I wrote a brand statement for our employer branding site. You can take a look at it here: <https://www.finbox.ai/about>

Hi brand experts. I have a question. Does anyone here have a playbook (their own or someone else’s) that deals with the nuts and bolts of launching a rebrand? I am looking for answers to pesky issues like - how do you cleanse channels of the previous logo/messaging? or should you even?

Any direction will be very helpful. :pray:

Interesting, this is super useful. I shall think about this and get back with more questions/issues as I encounter them.

Thanks a lot.

Ah, yes. Tbh, we’re not present on those two. Since it’s a SaaS-like play and not really a software company but yeah, got the equivalents in our industry.

Very nicely done :slightly_smiling_face: Love the authentic feel (with the little Tamil words). It keeps them to the roots yet establishes that they can connect beyond their local boundaries.

I'm glad you liked it <@U039H3ZSRD3>. We loved making it it, thanks for sharing :green_heart:

Yes it is. Not earth-shattering. But a valuable reminder of stuff you need to do to build a B2B founder brand.

Surprisingly actionable and almost no-fluff.

I like reminders every now and then. Thanks <@U02TTEFFU6B>

You can say that, but in a more structured coherent manner.

Without him breathing into it, you mean :joy:

Read the book, haven't heard the audiobook. So can't say really.

I have used such positioning in the past and it has served me well. I don’t see any problem with it as long as it serves a purpose. Don’t do it for the heck of it because then it reads/sounds annoying.

For example: “Make your post-purchase experience as seamless as Amazon”

I used it extensively at typito. Few of our early adopters told us we were like canva for video. We milked the heck out of it after that. Used it in Landing pages, pitch decks and all. Helped a ton with seo as people wanted something like canva but for video then. 

Looking back, one drawback is that it is depending on that bigger brand not coming into your territory. As canva started creating its own video editing tool it was getting challenging to differentiate and we invited lot of pricing comparisons etc. Canva is free for basic why do you cost so high for even basic plan etc. So tread with caution and build a long term branding positioning strategy but you can definitely leverage Uber for x kind of positioning when you are early on in journey, need to ride a wave or such. Don't think it's healthy in long run

And investors love such pitches in my observations. I have heard interviews where independent film makers/directors also say a movie/series is like it's Narcos but for sand mining or such

Thanks for the insight <@U02VA7QD8UB> and <@U031QKGPNRK>, I agree with both of you. In fact, Tej, I think the same concern crossed my mind as well. But then I feel at least in the shorter term, it makes adoption easier

Hey Pooja 
It will be great if you could share the research

i'd love to see the research pooja :slightly_smiling_face:

Sairam Krishnan wrote about the imocha rebrand here: 
<https://blog.imocha.io/the-story-of-imochas-rebrand-and-why-we-needed-to-do-this|https://blog.imocha.io/the-story-of-imochas-rebrand-and-why-we-needed-to-do-this>

Instamojo's rebrand case study:

<https://kingsidharth.medium.com/re-design-for-business-products-instamojo-rebranding-case-study-f51663533dd|https://kingsidharth.medium.com/re-design-for-business-products-instamojo-rebranding-case-study-f51663533dd>

these are top of the funnel strategies, to collect leads and build a brand around the product.

That's right Raghav .. have you had any experience with these?

<@U02VBNKU9T6> How do sales/marketing folks overcome planning and execution challenges when it comes to such physical campaigns? What are the best tools available to manage these?

<@U02UM4DF6KV> Right .. Me too :slightly_smiling_face:.. Want to get a "Marketer's" PoV on this ..

Look for BTL agencies who will do the heavy lifting on this and connect you to the right places where your TG is.

<@U03CZ7PV5KN> there are agencies who do the media buying for you. In this case hoardings, bus banners, metros etc, depending on who your target audience is, and how much you want to flex. Usually the measurement of these campaigns is very difficult. 

Any good? What’s the best and worst thing about it? Also what KPIs were you tracking on it?

Good is they it's very simple. 1/10th the cost of a similar tool from cision. 

Bad is that you pay what you get for. So details are high level 

I used MW to understand the advertising equivalent value of the PR campaigns we used to run

We don't do Brand Monitoring, but we do build a Social Listening Tool

For which region? Have a great guy for MEA

I found this such a simple and effective explanation of the recent trend of simplifying brands and visual design of logos <https://youtu.be/e1bjkPerpPs>

Ink and Threads 

They are our go to partners for printing/swags

Can share the number, you can give my reference.

Kolorkode is also pretty good! You can just google the number.

This is for printing only

<@U0311PN6BN2> might be able to add context

Hey <@U033RUXVCAY> <@U031BVBGHCK> <@U02TTEFFU6B>, we’ll be doing a Twitter AMA next week on our rebrand. That should answer all your questions :slightly_smiling_face:

Folks, our rebrand AMA on Twitter is live. Go on ahead and put in your questions. <https://twitter.com/getplumhq/status/1585521739374923776>

stumble upon these folks few days back, loved the work: <https://www.ungrammary.com/>

I'd like to join that chat too :raising_hand:

Haha. Maybe I should do a meeting with all
of us present 

Done. We are doing this at 3pm this Friday. Mejo has agreed to spent some time to discuss branding. The meeting event link below and you could add yourselves to it.

This is the meeting event <https://calendar.google.com/calendar/event?action=TEMPLATE&tmeid=MDEycXRtNnZkNnN0M2IyYWY4Z250amNudjQgc2FuZGVlcGpvaG5lbWFpbEBt&tmsrc=sandeepjohnemail%40gmail.com|https://calendar.google.com/calendar/event?action=TEMPLATE&tmeid=MDEycXRtNnZkNnN0M2IyY[…]c2FuZGVlcGpvaG5lbWFpbEBt&tmsrc=sandeepjohnemail%40gmail.com>

What kind of design? Web, graphic, packaging, furniture?

Any references for Creative Director? I am looking to hire

Hello Marketers :wave:

*HubSpot - Inbound Marketing*
*Drift - Conversational Marketing*

Are there any other B2B brands besides HubSpot and Drift that have coined terms to bolster their *GTM (Go-To-Market) strategy* and *positioning*?

Additionally, is there a *framework* available to aid B2B brands in generating such terms for themselves?

There are many - mostly outside of B2B SaaS -  some only famous in their niche - but here are a few that used it to fuel GTM:

Salesforce: Software as a Service
On demand transportation -> Uber
Community-driven hospitality -> Airbnb
Ready to assemble furniture -> IKEA
Time Intelligence - > Replicon
Converged Endpoint Management -> Tainium
Talent Optimization -> The Predictive Index (I was part of the team that did this)

It's not easy to come up with a new category name just in isolation.
It's a small part of a full company strategy.

So while there is a framework you can follow, it's not something most companies can do on their own by filling out some templates.

This is why these tend to be in-depth consulting engagements with people that have had experience with this,  requires participation from the executive team and are also not cheap.

Here's a useful podcast on category creation from Lenny's if you've got some time to go through it

<https://open.spotify.com/episode/0eGq7YAkg9Gt0eFXRdAOm8?si=bae6fe73307c43a9>

Not to be taken as a dunk on Adarsh at all but this is why when you ask around about category creation you will mostly get people sharing articles or podcasts about how XYZ did it - because most people have no first hand experience with this - so the next best thing is to share stories of others.

So again - the reason for this is that it is hard to do
Its not just another marketing campaign you lob over the wall.
There is a process and sequence of events but it takes a lot of time and effort

True, <@U032MN1BESJ>.

I've also seen most people throw a lot of opinions around this, some opposing, others unproven. I find some useful learnings from those that have done this successfully. Barbara is a good example. She's done this well for _visual collaboration_ at Miro. She's also failed with it at Greenhouse so she rolled-back to an existing category.

But, you're right. Resources are all we get w.r.t this :smile:

"We don't have a category yet" - You do.
If you want to invent a new one, it needs the trifecta of efficiency, $$$, time and resources.

hey guys,
Can you please share a range for these:
1. ⁠Sizmek impressions to DV360 impressions Discrepancy.
2.⁠ ⁠⁠same at state level. Discrepancy observed between those 2 platforms.
3.⁠ ⁠⁠Sizmek to any other platform impression discrepancy.

Hey folks - does anyone know a social media agency/freelancer for B2C creators?
An acquaintance is trying to grow their brand and wants someone to manage and grow their social

Thanks <@U030SDYNX7V>

<@U02PDC4883V> — I run at D2C community, and we've bunch of good creators/freelancers who can help in this. Let me know the details, happy to make the introductions :))

Hi guys, you all still think Twitter/X is working to build a (tech) founder's voice?

Not sure if this is the right channel. I am looking for interim help to build corporate asset templates (deck, email, brief, white paper, banners, etc) for <http://Revefi.com|Revefi.com>.  We will finalize the visual and brand guidelines soon.  If qualified and available slack me directly.