Building a Brand with Mike Troiano of Actifio

Patrick Campbell Oct 11 2018

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.

You can listen to Protect the Hustle on Apple PodcastsSpotifyGoogle PodcastsOvercastStitcherRadio Public, or wherever you listen to podcasts. There's also a full video version below.


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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

We're giving away a lot of ProfitWell and Protect the Hustle swag. Just tweet this episode with the hashtag #ProtectIt and we'll follow up to get you hooked up with some of our new swag. As always, if you have any questions, ship them over to We're more than happy to help. 

By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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