Marketers of all stripes talk a lot about the customer journey and where they are within it (from prospect who knows little to nothing about you to a raving fan). Through that lens it looks like a tidy, predictable and linear path.

Let’s talk about the impact brands have on each of us. And yes, that does include you whether you realize it or not. Sure, pop culture revolves around brands but this spills over into B2B too. The obvious aspects of a brand logos and color palettes are also sneaky little identity shapers. They influence who we are, how we connect, and what catches our eye.

Back in 1982, Al Ries and Jack Trout wrote the definitive book on positioning. They talked about the tyranny of choice. Yet then there were just hundreds of brands. Now there are thousands putting out millions of messages. This makes it incredibly hard for customers to make a decision.

One of our promises here is to not waste your time so let's talk about the elephant in the room: your start-up's brand. It isn't an afterthought (so stop treating it like one).

Let’s talk about all the senses. This might be an obvious example, but ever walk into an Apple Store and notice how it's not just about what you see, but what you smell, hear, and feel? That's no accident.

In the world of B2B marketing, we often fall into a trap. We think we're selling to businesses, but we're really selling to people.

In the ever-evolving landscape of business strategy, few concepts have captured the imagination of entrepreneurs quite like the Blue Ocean Strategy, by W. Chan Kim and Renée Mauborgne.

When the world gets crazy, when there are monumental crises hitting us on many fronts, it’s overwhelming, depressing and downright exhausting. You want to have a positive impact but it can make you feel powerless to do something about it.

As a brand, how can you compete with all this?

It’s noisy out there. If attention is what we’re all trying to earn in order to grow a brand, content is the currency we often use to capture it.