Brand is much more than a name. Brand is the sum total of an individual's experience with your product and company.
On this episode, we dive into how Mike Troiano views the importance of brand, as well as what brand actually means and how to set up your company's brand positioning. Mike, in addition to working for Coca Cola and Taco Bell, was able to grow Actifio's revenue 80% per year from 2012 to 2017 as CMO, elevating the company from an obscure technology to a unicorn.
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Topics covered in this episode
Great marketing is built from the consumer up, not the product
Use classical positioning language as a framework to build brand
Brand informs every aspect of product experience
A customer's willingness to pay for a premium experience
How a company articulates a value proposition