Branding

Marketing Automation Looks Tempting—Here’s What You Need in Place First

If you’re running a business, chances are you’ve dreamt about automating your marketing operations. Imagine the time you’d save, the efficiency you’d gain. And sure, automation has a lot to offer. But before jumping into automation, there’s some crucial groundwork you need to lay down. Automation is a powerful tool, but it’s not a cure-all. […]
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What Should Be in Your Brand Messaging Plan? Ditch the Fluff and Focus on What Really Matters

Introduction: Why Most Brand Plans Miss the Mark Here’s the truth about most brand plans: they’re filled with way too much detail. It’s like writing a 100-page manual on how to make a sandwich. Sure, you could document every condiment and sandwich style known to man, but it’s unnecessary. Brand plans are meant to provide […]
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Rebrand the Problem, Not the Company: How Reframing the Problem Drives Growth

Why Companies Rush to Rebrand Companies often reach for the “rebrand” button the moment growth plateaus, as if a new logo or tagline could be a silver bullet. The instinct isn’t surprising; our business culture tends to idolize reinvention. But here’s the kicker: while rebranding can sometimes help, it’s usually not the visual facelift that […]
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The Secret Behind Coke’s Triumph Over Pepsi: It’s All in the Branding

Here is the rest of the Coke Pepsi story that you don't know. Now, year after year, Pepsi and blind taste tests beat Coke by 2 to 1 margins, over and over again. This going all the way back to the 1970s. People liked the taste of Pepsi better. So, in 1985, Coke rebuilt its formula. And Coke, wanting to ensure a successful product, did massive testing, blind testing.
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Will Gould

WRGould & Associates, f-CMO

Works with CEOs at midmarket and SMB B2B and DTC companies to accelerate growth and scale-up to their full potential.

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