Brand marketing leader @Accredible ● Formerly: @Formstack, @Cheetah_Digital, @cleverbridge, @BLASTmedia ● @LifeAtPurdue alum ● Bentley & Bella’s dad 🐶
Indianapolis, IN
Joined July 2008
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When the hot take becomes the cold take, only to return to the hot (and 100% spot on) take. Preach.
My hottest take is that brand marketing is going to be THE major differentiator and one of the most prized assets for a company going forward.
And, I’m not talking about launch videos or pouring money primarily for “aesthetics” simply to pump the valuation. You still need retention before attention.
I’m talking about thinking through what a company stands for and understanding the “vibe” of what’s happening in the market. Being relentless on the long term goal while also thinking through how to showcase the company in the short term. And doing it every week.
Especially if you think agents become the primary user for most products, then to get the attention of a rapidly attention deficit audience (aka humans) you’ll need to stand out consistently in how you present the company.
These folks primary have been given tier 2 roles and passed up for CMOs many many times. I think this will finally invert in the next 10 years where you’ll hire these folks as cofounders or at least give them a big seat at the table.
Normally the design centric CEO tends to be this, but those are rare and you’ll need to learn how to hire for this role. Just like a good product marketer, these are exceptionally rare so you have one hold them close!!
Ryan Greives retweeted
I still think communications is dramatically underpriced as a competitive moat. You can listen to ten CEOs talk and maybe 1 of them has really done the work in building a compelling, unique narrative.
People underestimate how much a startup = narrative.
1 or a combination of these:
1) They don’t have good product marketing and/or brand/copywriting skills
2) They’re scared to offend or take a risk
3) They’re trying to appeal to everyone
4) Marketing/messaging by committee
Do you quickly note the time and settings (e.g., car details, person’s clothing) when you’re out and about and something seems odd just in case something IS going down and you’ll need to be a witness and eventually tell your story on a Netflix true crime doc, or are you normal?
Checking out my old card collection for the first time in a couple decades. Time to check the value of some of these?
Also, who knew I had so many legendary @RexChapman cards?!
A recent convo sparked a memory of one of the most random events I’ve ever been a part of…breaking the world record (at the time) for the world’s biggest burrito 19 years ago. I split duties between cheese and sour cream applications. 😂 cbsnews.com/news/the-odd-tru…
@bretthayes12 please tell me you remember this…? I vividly remember it—sawhorses with plywood to support the burrito production lined up in a huge parking lot on a sweltering hot day. For the life of me I can’t remember why our @NevadaWolfPack baseball team was involved.
See you over there? threads.net/@ryangreives
Ryan Greives retweeted
We need to have more respect for PR & comms.
It is not fluffy marketing BS that can be handed to an agency or intern.
If done right, it can move the needle for your company.
It will reach investors, talent, and customers.
Do not half-ass it, if done right, it is worth it.
Ryan Greives retweeted
I am always astounded by Founders that turn down large media opportunities.
Brand and speaking “may not be for you.”
But I promise the customers you want, the engineers you need, the VCs you will pitch, they will listen.
Media and brand is a muscle, time to start building.
Okay, @BoilerFootball. Utah and Kansas State just showed you the conference championship upset blueprint. Let’s keep it rolling! #BoilerUp 🚂
