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Does Category Design Require a Rebrand?

Since category design is such a foundational business strategy, it will impact most areas of your company (if not every nook and cranny). So it’s natural to wonder if category design means you need to go through a rebrand. The answer is… it depends. In this post, I’ll share my approach to figuring out the

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How Salesforce, Zendesk, and Slack Dominate Categories w/Bill Macaitis

Building a category-leading company involves so much more than the initial category design itself. It’s a continuous effort that requires you to constantly nurture and define your brand as your category evolves. That’s why I was so excited to interview Bill Macaitis on the #categorycreation series of the B2B Growth Show. Bill’s one of the most accomplished B2B SaaS

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This Gap In Airtable’s Marketing Strategy Is Holding It Back

What is Airtable and why isn’t everyone using it yet? Airtable combines the power of spreadsheets, databases, project management software, “no-code” apps, and collaboration tools into a very powerful and flexible tool. There are few Airtable alternatives, and six years after launch, it should be have reached mainstream adoption by now. But it hasn’t. Instead,

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Inflation Can Kill B2B Brands. Here’s How To Avoid It.

How is it that the country with the largest oil reserves in the world is nearing economic collapse? The same reason B2B brands in a crowded space find it nearly impossible to survive: inflation. Inflation is an invisible force, but it can decimate both economies and B2B brands alike. In this article, I’ll explain how

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Why Internal Evangelism Is More Important Than Ever

Ask a marketer, what comes to mind when you think of branding? I bet you’ll think of phrases like “logo design,” “website building” and “advertising campaigns.” Indeed, marketers typically invest most of their time in the outward-facing elements of their brand. However, there is another, often overlooked aspect of branding that marketers don’t think about enough.

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How to Build a Social Media Content Plan with Trello

Here’s a dead-simple way to build a social media content plan with Trello. Without a Plan, Your Social Media Will Be A Mess Managing your company’s social media presence can be a mess if you’re not intentional about it. It’s like that guy who’s sat on the couch all year and decides that on January

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