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Invest in the Emotionality of Your Brand I went into depth on brand in chapter 16, but this is a great time to emphasize the emotional over the rational. Brand is about what people aspire to be—a good mom, a capable leader, an innovator, eternally young—and the best ones make us feel good about ourselves. The emotional aspects of brand are often underinvested in by technology companies because it doesn't directly correlate to sales. This is where small actions can add up to a big difference. How can marketing programs deepen relationships with customers?
Alamogordo, 16 July 1945, 05:29:53. Eight seconds after the first atomic bomb was detonated. The nuclear physicist Robert Oppenheimer, upon seeing the explosion, quoted from the Bhagavadgita: ‘Now I am become Death, the destroyer of worlds.’
Sapiens
Yuval Noah Harari
All this makes for an arduous sales process just like with big companies. But although they have the process and controls of a large company, they don’t have the budgets to match; there’s no large reward for successfully navigating the painful, Herculean sales adventure.
The Mid-Market Briar Patch
blog.asmartbear.com
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