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How To Write Key Messages That Use Your Customer’s Own Words

How To Write Key Messages That Use Your Customer’s Own Words

by Clay Ostrom | Last Updated: Jan 14, 2023 | Customers, Marketing Messages Insights, Messaging, Positioning, Strategy

< Back to The Campfire The ultimate goal for your key messages is to align your brand’s unique value with the needs of your customers. And do it in a way customers can easily understand. You can think of key messages as the first introduction a person gets to your...
How To Start Your Demand Generation Marketing Using Brand Positioning

How To Start Your Demand Generation Marketing Using Brand Positioning

by Clay Ostrom | Last Updated: Feb 4, 2023 | Brand Strategy, Customers, Demand Generation, Marketing, Positioning, Sales

< Back to The Campfire This article was featured in the November 2022 issue of Foundr Magazine(click to view the piece)   In today’s wildly competitive landscape, there’s nothing better than a customer who arrives at your brand’s front door ready to buy....
Why Small Brand Changes Can Create Angry Customers (See, Wordle)

Why Small Brand Changes Can Create Angry Customers (See, Wordle)

by Clay Ostrom | Last Updated: Feb 21, 2022 | Brand Strategy, Customers, Elements of Value, Positioning

< Back to The Campfire Every brand’s goal is to build strong, loyal customer relationships. All the brand strategy and marketing work we do really focuses on that one thing – align our products and services with the outcomes our audience seeks in their lives.  The...
How Brand Extension Can Spark Growth And Strengthen Your Strategy

How Brand Extension Can Spark Growth And Strengthen Your Strategy

by Clay Ostrom | Last Updated: Feb 4, 2023 | Brand Strategy, Customers, Positioning, Strategy

< Back to The Campfire To grow a brand, you need a deep understanding of the needs you satisfy for your customers. Brand extension sparks that growth by exploring the value a business provides and how it can meet customer needs in a new way.  We all use brand...
Competitive Positioning: How To Make Your Brand Stand Out In A Sea Of Sameness

Competitive Positioning: How To Make Your Brand Stand Out In A Sea Of Sameness

by Clay Ostrom | Last Updated: Feb 4, 2023 | Brand Strategy, Competition, Positioning, Positioning Insights, Psychology, Strategy

< Back to The Campfire When it comes to taking risks, we’re wired to believe in the saying “there’s safety in numbers”. In other words, if we’re surrounded by others doing the same thing, literally or figuratively, we believe nothing bad is likely to happen to us....
Rebranding Strategy Guide: From Brand Refresh to Full Brand Transformation

Rebranding Strategy Guide: From Brand Refresh to Full Brand Transformation

by Clay Ostrom | Last Updated: Mar 26, 2022 | Brand Strategy, Customers, Messaging, Positioning, Visual Identity

< Back to The Campfire In order to grow, every brand has to evolve over time. The triggers for that evolution come from internal changes to your business as well as external changes in the world around you. The challenge comes from deciding how much your brand...
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Map & Fire is a branding and customer research agency in Los Angeles. We help you own a unique position in your market with a blend of brand strategy, customer research, and proprietary market data.

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