Becoming a better marketer

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.

Once you start gathering data about what’s working and what isn’t, you now have a decision to make.

The best guarantee when building an audience is using tools you can control, and building a brand/product people love – one they won't forget if it suddenly disappears from their feed. One they will seek out on their own.

Brand is emotional. It’s aspirational. It makes me feel like my choosing your brand says something about me . If you're only speaking to logic, you're missing half the brain.

Your product positioning tells me what your thing does . Your brand positioning tells me why I should care .

Let what’s working in sales dictate your brand, and messaging gets diluted. Strategy gets bypassed. Consistency is nonexistent.

The most effective brands take a stand—about what they believe, how they work, what they’re against. And saying your brand should be “divisive” or “against” something doesn’t necessarily mean that your brand is negative or controversial .

• Are we becoming more memorable ? (Aided and unaided brand awareness surveys)

• Are we more appreciated ? (Brand sentiment surveys)

• Is our brand point of view part of the conversation in our industry? (Share of voice percentage)

• Do more people have the opportunity to interact with us? (Brand reach score)