MaRS Library Page 2
You’ve probably heard of the four Ps of marketing. Welcome to the six Ps of branding. They are: Purpose: Why are you here? Principles: What are the values that guide your behaviour? Positioning: Where will you play, who will you serve and how are you different? Promise: What is the … Read More
Strategic foresight is a process of creating useful conversations about possible futures. In this case study, we look at how having a clear view of what’s changing in the outside world empowers an organization with the confidence and agility to reorient its strategy for long-term resilience and sustainable growth. Over … Read More
This is from the lost section from The Growth Hacker’s Guide to the Galaxy. Mark Hayes and I wrote that book a few years back and went deep down a rabbit hole on the topic of pivoting. Before long, we had too much pivoting content and it got cut from … Read More
This is the lost section from The Growth Hacker’s Guide to the Galaxy. Mark Hayes and I wrote that book a few years back and went deep down a rabbit hole on the topic of pivoting. Before long, we had too much pivoting content and it got cut from the … Read More
Over the past year, I’ve worked with tech startups at MaRS to help them improve their customer and talent brands. Adopting a research-based approach, I developed a three-step audit process to identify aspects of their brand that could be improved and to uncover points of differentiation in their brand against … Read More
In this five-part series, we explore the necessary elements of selling into large organizations. In Part 5, we examine overpopulation in B2B purchasing decisions. Missed Parts 1, 2, 3 or 4? Go back and check them out! Overpopulation: Selling successfully when you have an increased number of decision makers When … Read More
Developing your branding strategy and building your brand’s foundation can feel very conceptual and lack the tactile outcomes and actions that entrepreneurs crave. In this article, I share a three-step branding strategy that I use with MaRS startups to help them conduct a brand audit. This brand audit helps them … Read More
In this five-part series, we explore the necessary elements of selling into large organizations. In Part 4, we look at the importance of aligning your sales process with the prospect’s buying process. Missed Parts 1, 2 or 3? Go back and check them out! It’s time to examine the importance … Read More
This article is aimed at entrepreneurs looking to hire freelance talent or an agency to help execute a range of creative initiatives. Startups can struggle when it comes to selecting the right talent to address a range of creative challenges. Being able to determine whether or not an agency or … Read More
When talking to investors, the best thing you can do for your brand is have a very tight business pitch. For advice on this, we spoke to a seasoned entrepreneur who owns a successful startup in the beer business. His name is Bob Russell and he is a partner in … Read More
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