by Clay Ostrom | Feb 18, 2020 | Brand Strategy, Customer Research, Data, Marketing, Messaging
< Back to The Campfire When it comes to understanding how your customers think, there’s one universal truth that applies to every brand — you’re going to be wrong. You’re going to be wrong about their motivations. You’re going to be wrong about their preferences....
by Clay Ostrom | Jan 28, 2020 | Brand Strategy, Building Your Brand, Home Page Featured, Industry Trends, Messaging, Positioning, Startups
< Back to The Campfire This article was featured in the March 2020 issue of Foundr Magazine(click to view the piece) No matter how great your product or service is or how much funding you have, every brand starts at zero when it comes to their audience.Zero...
by Clay Ostrom | Jan 6, 2020 | Content Strategy Insights, Customers, Messaging, Psychology, Website
< Back to The Campfire A new customer arrives on your website’s homepage for the first time…and the clock is ticking. The customer is willing to give your business a few precious seconds of attention. Within this tiny window, you need to communicate the...
by Clay Ostrom | Dec 2, 2019 | Customers, Marketing, Marketing Messages Insights, Messaging, Psychology
< Back to The Campfire The purpose of your marketing messages is to describe how your customers’ lives will improve when they engage with your business. It’s an easy concept to articulate, but it contains a key word with a lot of hidden complexity: Improve. That...
by Clay Ostrom | Nov 13, 2019 | Brand Strategy, Brand Teardowns, Marketing, Messaging, Teardown
< Back to The Campfire When developing a brand, it’s not always easy to know what’s working and what isn’t. The goal of your brand is to communicate your company’s unique value to your customers. So, in a broad sense, the effectiveness of your brand can be measured...
by Clay Ostrom | Nov 5, 2019 | Brand Strategy, Customers, Marketing, Messaging, Sales, Tone Of Voice Insights
< Back to The Campfire There’s a strange condition that affects people the second they slip on their marketing hat. Their words become complex. They spit out sentences in odd, stilted fragments. Original thoughts get replaced with clichés, and ideas are drained of...
