The Signal
Brand strategy insights positioning, alignment and growth for B2B leaders, minus the noise.
Distinction you can name is distinction you can price.
Buyers pay more for what they can tell apart. If your difference isn’t clear enough for a buyer to repeat to their boss, the decision comes down to price.
Storytelling That Sells: Driving B2B Growth Through Emotional Connection
B2B storytelling isn’t just about features; it’s about engaging emotions. When logic alone falls short, story sets your brand apart, creating distinction and deeper customer connections. By reaching audiences emotionally, your brand can drive growth and lasting loyalty.
Core Values vs. Brand Value: What’s the Difference?
The terms "Brand Value" and "Core Values" might seem interchangeable, but they're two distinct pillars of a strong, irreplaceable brand. If you're confused about which is which and why it matters…
Don’t Start with Why: How to Find Your Brand Purpose the Right Way
“Start with why.” Everyone says it, and many believe in it. But most people are getting the whole Start with Why movement wrong. Here’s what you need to know about how to do it right.
Why Your Logo Isn't Enough: The Real Story Behind Successful Branding
It's not just about a logo or a catchy tagline. Your brand is the complete package of experiences, emotions, and perceptions that people associate with your business.
How Sex, Drugs, and Rock-n-Roll Brought Me to Brand Strategy
As a brand strategist and qualitative researcher, I’m often asked how I got into this line of work. My answer may surprise you – it was through the time-tested classic trifecta of Sex, Drugs and Rock-and-Roll.
Naming 101: The Art and Science of Brand and Product Naming
Naming your product or company can be an involved process. We know that a name can make a huge impact on how people perceive your product.
Branding is a Verb
The word “brand” may be one of the most misunderstood words in the English language. In spite of its linguistic origin, the word “brand” is much more than a logo slapped on a plastic tube…