Special Sauce

Step-By-Step Product Launch Strategy

product launch strategy

Launching a new product is exciting and scary at the same time. You have a great idea, but it’s easy to get overwhelmed by everything that has to be done to turn your idea into a reality. None of us are immune to launch stress. New companies putting their first product into the world often …

Read more

Share

Startup Branding Agencies: What They Do and How To Pick The Best One

Do you want the secret to startup success? It’s not funding or product-market fit. Everything comes down to getting the right people on your team. Talent selection is the most underrated skill in business.  Your staff, partners, and vendors will dictate whether you end up with a learning experience (aka failure) or a full bank …

Read more

Share

How To Create A Brand Positioning Strategy

You can’t copy a market leader’s strategy and expect to win. Copying what the industry heavyweights are doing is a recipe for getting your ass handed to you. The secret to success as a small company is finding holes in the big players’ strategies. That’s where brand positioning comes into play.  Think of it like …

Read more

Share

Don’t Start With Why, Do This Instead

“People don’t buy your why, they buy what you can do for them.” I’ve never bought a product because a company told me their why. Have you? I don’t care about the company’s why. I care about my why.  Understanding that people buy things to solve problems is at the heart of owning a business …

Read more

Share

3 Company Rebranding Examples You Need To Study

Customers evolve, competition grows, and industries change. It’s easy to find yourself holding onto an antiquated brand that doesn’t stand for what you want or resonate with buyers. If that’s you, make a change. A successful company rebrand can ignite growth and carve out a better future for your company.  Your brand is not your …

Read more

Share

3 Steps To A Ridiculously Persuasive Brand Story

I work with brands daily to help them tell their story. There are a few message killers that pop up repeatedly. If you’re struggling to win buyers, I’d bet one of these issues is to blame… You’re trying to be an option for everyone.  It’s not clear how giving you money will deliver the result …

Read more

Share

How To Rebrand A Company

Do customers know, like, and trust your company? When they see your name or logo, do they associate it with a solution to one of their problems? If they do, that little piece of real estate you’ve claimed in the heads of buyers is what we call brand equity.  There’s a lot of value in …

Read more

Share

Would you buy a saw from a man with missing fingers?

I’m going to share an important lesson about exploiting a competitive advantage, but first, you need to read this true story… “Mike,” Patti said. “You’re going to cut off your fingers.” “No, it’ll be fine, Patti. You just need to know what you’re doing. There are all kinds of safety features on new saws.” Patti and …

Read more

Share

It's not for you

I send an email each Friday for people growing brands. I share branding and marketing strategies I've learned launching, rebranding, and growing hundreds of companies. If you're building a company, it's for you. If you're not, it's not.