Whenever major changes for businesses are on the horizon, marketing tends to be the first thing cut. Entering a recession? Cut the marketing budget. Facing a pandemic? Cut the marketing budget. Selling your business? Cut the marketing budget. We’ve explained before, particularly when facing a recession and dealing with a pandemic, that these are the worst times to consider cutting [...]
Marketing leadership roles are fraught with minefields that could blow up a brand’s reputation in mere moments. In the past, these tripwires may have been a product that underperformed, an intern that forgot to log out of the brand Twitter account before going on a profanity-laced tirade, or C-level executive embroiled in some scandal. In recent years, however, announcing any [...]
It’s right around the corner; 2023 feels like it could be a bright, shiny new year for us, doesn’t it? We’ll leave the pandemic behind for good and embrace all the possibilities the future holds. Maybe everything will go back to “normal,” or maybe we’ll discover that buyer behaviors were permanently changed. The recession we’ve entered could continue, or we [...]
Not every branding, messaging, or product pivot has been the major breakthrough that companies needed to survive whatever difficulties they were suffering. Some of the reasons for the misstep could involve messaging that failed to connect with consumers, a product that failed to solve buyers’ pain points, or an inability to set their brand apart from others within the industry. [...]
