Today we're honored to talk with Lindsay Pedersen, Owner at Ironclad Brand Strategy and best selling author of "Forging An Ironclad Brand: A Leader's Guide"
"Today the most scarce resource that most of us have is attention. Any tool that can break through or can harness attention, whether it's a song, or a brand name, or an image, is truly a multiplier."
According to Lindsay, "There's a distinction that's probably worth making that brand strategy is simply the definition of who you are and what is the promise you bring. So what's the stake in the ground? Why should your customer part with their hard-earned money, or time, or attention for you? So it's really the definition of the value you bring and brand marketing and the tactics for brand marketing and brand awareness building which belong in the bucket of marketing and those can be kind of in conflict, some might say, with your term "lead generation".
Brand strategy is agnostic of tactics, just like your mission is agnostic of tactics, so related but distinct as well, right? So whether it's B2B or B2C being very precise about what is the value you bring your customer is worthwhile, regardless of what kind of company you are and regardless of what stage company you are. If you're a startup and you have a small marketing budget and a small innovation budget, you probably stand to gain even more from focus-- brand strategy is simply a tool for focus. So it's not less useful, it arguably is more useful as long as you're serving human beings who have scarce attention, it's going to be really welcome to have a focus."
This and a lot more! Listen in or read the full transcript on the Heinz Marketing blog starting Mon. 10/21 at 6am PST.
Sales Strategies that Unleash the Power of AI
How to Fall in Love with Selling
Building, Managing and Leading High-Performance Teams
How to be a Servant Leader in a Fast-Growing Company
8 Jobs for Modern B2B CMOs
How AI is Improving Sales Productivity
B2C Best Practices for B2B SaaS GTM
Balancing Brand and Demand in a Scale-Up Business
What’s Old is New: Timeless Sales Fundamentals at Work in 2024
A Seamless Sales/Marketing Approach to Drive Pipeline and Bookings
The Buyer's Journey is a Lie
How Mindset, Skillset and Human Connections Combine To Unlock Sales Performance
Beyond Hard Work to Meaningful Impact
How Change Management Unlocks Marketing Transformation
How to Maximize Meetings for Maximum Sales and Marketing Impact
Selling at a High Level in a Down Market
Lessons from the SaaS Sales Trenches
Hiring a Sales Team In Today’s Market
Customer-Led Growth Best Practices
Not enough Leads? Try CA2 - Change Your Arguments/Change Your Audience
Create your
podcast in
minutes
It is Free
The Power of Storytelling
The Marketing Secrets Show
Liberty Spenders
The Influence Factor by The Influencer Marketing Factory
Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold