Brand Research is not Market Research
One of my favorite online resources for trends, case studies and strategic approaches to branding is Brandchannel – hosted by Interbrand. It isn’t just a collection of the firm’s own work, but offers a real forum for discussion and third-party…
Continue Reading →Positioning vs. Branding
Many of the same tech marketers I have interviewed as part of this blogging project negate the importance of Branding while holding up Positioning as the ultimate strategy for winning minds and markets. This distinction is important to address, as…
Continue Reading →Brand in a considered purchase
The insights stated here were gathered as a direct result of a number of primary interviews conducted over the past few months with fairly prominent VP-level technology marketers. The conventional wisdom sadly holds that Branding is unimportant in the considered…
Continue Reading →Brand (n.); Branding (v.)
This is a silly little post … …but I think it’s important to make a distinction between these words, as they are not interchangeable, and yet are so subject to swapping around by marketing people. (definition language below liberally borrowed…
Continue Reading →Mike’s definition of Brand
Since I began this blog by comparing talking about brand to discussions of the Great Almighty, it’s only fair that I impart to you, in the interest of full disclosure from the start, my own personal religion. I decided to…
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Why don't all marcom folks work like Influential does? It is the model of marcom. The work is thoroughly detailed and comprehensive for clients. They have been an asset to my organization and an education on how aligned marketing and PR works.Principal – Two Pins Public Relations
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Influential helped us clearly communicate our benefits to both business and technical decision makers across the web, PR, sales and business development domains. Top qualities: Great Results, Personable, High Integrity.Chief Executive Officer – Xignite
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Influential helped catapult us from just another start-up technology company into one of the best known Internet infrastructure players in less than a year. They were instrumental in helping define our early marketing strategies.Vice President of Business Development – REBOL Technologies
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Influential really defined our messaging and what the company is all about and wanting to do, understanding our vision and associated details. Great job.President & CEO – Netwoven
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Influential knows the tools that can drive sales success, has the tech domain expertise to build the content, and has the creativity and connections to actually get the work done.Principal – Kickstart Consulting
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Mike Teeling’s a solid, end-to-end marketer and I have brought Influential in to support several of our clients. If experience tells him that a client's proposed path should be re-considered, he's not shy about recommending alternatives.Principal – Kickstart Consulting
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With Influential’s assistance, we successful reached out to a grassroots Web community with a consistent and clear message. We maintained a tightly packaged story that was easily understandable. This resulted in thousands of downloads.
Vice President of Business Development – REBOL Technologies
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I had the pleasure of working for Influential as a vendor and with Mike Teeling as a colleague. He is so sharp! Mike cuts right through the meandering crap to the point – an essential skill in marketing and branding.Owner – InMotionMedia Inc.
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Mike Teeling has amazing experience and was an awesome coach, working with my staff on honing their fundamental skills. I'd highly recommend him as he is an ace, particularly with analyst relations strategies.Principal – Ignite Public Relations
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Mike Teeling is an outstanding person, and one of the best Analyst Relations pros I have had the pleasure to work with. Highly Recommended!Sales Account Executive – Gartner Inc.
