How to Understand the Emotional Needs
  • March 02, 2021

How to Understand the Emotional Needs of Your Audience

Branding is an emotional journey. Your brand is how other people experience what you believe. By understanding and being tuned into the emotions of your audience, you can design a …

  • January 29, 2021

Wrecking The Most Common and Detrimental Mistake in Branding

Originally shared on Emily’s LinkedIn As tribal beings we will always be inclined to belong. It’s a natural and hard-wired tendency that our forebears relied upon for survival. It came …

  • January 08, 2021

Why You Sound Like Everyone Else

As the people in charge of our brands, we want to stand out. We want our voices to rise above the lesser operators, the people who give our industry a …

  • November 30, 2020

Slow Down to Speed Up

As a director of marketing, you’ve become friends with timelines and time management, buddies with bandwidth. Even if the leadership team loves your ideas and encourages you to execute, they …

  • November 09, 2020

The Unstoppable Power of an Aligned CEO and CMO

In our work with mission-based leaders, there is one factor above all others that leads to successful brand differentiation. That factor doesn’t involve SEO or PPC. It’s not the best …

  • September 30, 2020

Planning for 2021 is foolish: Question instead

A plan is a method for achieving an end, so says Merriam-Webster. If 2020 has taught us anything, it’s that relying too heavily on the solidity of your plans is …

  • September 03, 2020

How do I do biz dev now?

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Even as we’ve settled into routines around working remotely, meeting virtually, and supervising online learning, many of us still seem stuck when it comes to how to carry on doing …

  • August 06, 2020

Why is marketing so hard right now?

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Branding and marketing have never been easy. But throw in a pandemic, social and political unrest and a recession and that will complicate things a bit more. So no shame …

  • July 02, 2020

The Marketing Metric That Matters the Most

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By Jennifer Lawhead When I was 16-years-old, I gave a friend a piece of advice that I don’t remember. How do I know it actually happened, you may ask, since …

  • January 14, 2020

Vision is a marriage, not a hookup

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By Emily Soccorsy + Justin Foster You always have to know more about where your brand is going than the marketplace. This is the role of vision for your brand. …

  • December 13, 2019

How Do I Do Big Marketing With A Small Team?

As the director of marketing, you are one person. You are one person who acts as the chief mouthpiece, the brilliant broadcaster and the tenacious town crier for your big …

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  • September 24, 2019

The Future of Your Brand Starts Now

By Emily Soccorsy and Justin Foster One of the downsides of being an engaged leader in a company is that you really want the company to succeed.  You want the …