Saved by Mike Renaud and
The Brand Positioning Edition
If it can’t be measured, it gets cut.
If it can be measured, it gets over-optimized to death because experimentation is verboten.
The result? Marketing that’s predictable, forgettable, and easy to ignore—and not actually that performant after all.
Shannon Deep • 5 Things B2B Gets Wrong About Brand
Why this breaks most brand strategy
Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more
Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more