You have a product and it is showing signs of real potential. So you do some research on what others in the space are doing. It is natural to want to be a part of a conversation that you naturally fit inside of, but to stand out in the crowd, your brand needs to stand for something. You have to get to know your audience from decision maker through influencer and create something that will resonate beyond people with whom it would already resonate.
Ask me about transformational rebranding work with Skyhook and GasBuddy as well as work on Liberty Mutual, Papa Gino’s and Dunkin Donuts.