Taking a stand on important issues can be a defining moment for a brand, one that not only sets it apart from its competitors but also has a positive impact on the world. ESG (environmental, social, and governance) initiatives have become an increasingly important aspect of modern business, with employees, customers, and prospects alike placing greater emphasis on companies that...
In today's business landscape, companies are being held to a higher standard of corporate responsibility. The concept of ESG (environmental, social, and governance) has gained traction in recent years, with more and more companies committing to initiatives that promote sustainability, diversity, ethics, and good governance. This trend is not limited to B2C companies. B2B companies, too, are being called upon...
When it comes to naming or renaming a business, many brands fail to think about the potential consequences of a name that does not accurately reflect the company’s vision, values, or goals, or that fails to connect with their target audience. To choose the right name for your business, you need to understand the most common naming mistakes and how...
As a brand strategy consulting firm, Renegade has spent considerable time mapping out brand building for various companies. At it’s core, brand strategy is about helping businesses develop a clear and compelling brand that resonates with their target audience. By taking a calculated approach to branding, businesses can differentiate themselves from the competition and create a lasting impression on customers. ...
B2B marketers are used to change. It’s the nature of the job, with “agility” being the buzzword for a cohort who needs to adapt quickly and surely as the world changes and new challenges arise. What were some of these hurdles in 2022? As B2B brands adjusted to the post-pandemic world, the digital transformation spurred a renewed interest in self-service...
How do you create a habit? Cue Kory Kogon from an interview on productivity: “The more you do conscious things, the more your brain cells fire and rewire. It’s called Hebb’s Law. Fire, rewire, and those new connections go to the back of your brain, creating new routines. That’s how you create a habit.” Now, what are the conscious things...
If you want to go fast, go alone. If you want to go far, go together. It’s a timeless idiom with a lineage so long and a relevance so broad that proper attribution has been made difficult (an attribution challenge in marketing? Unheard of!). Still, the message stands firm: any endeavor benefits from collaboration. B2B marketing is no different. It...
CMOs have a broad, ever-changing purview. They’re expected to know something about everything. To magically generate demand with a limited budget. To convince the C-Suite that marketing actually works (especially when it comes to that dirty word, “brand”). Tack on a limited number of hours in the day to lead, cajole, and negotiate in isolation and at hyper-speed, and you’ve...
There’s a lot to be gained from having a coach, but if you’re at the executive level, it can be daunting to find the perfect fit. This is especially true for the CMO role. There are many general executive-level coaches out there, but a great CMO coach is hyper-focused on guiding CMOs through the landmines that threaten just about every...
[Welcome to part 3 of a 4-part blog series on CATS, an acronym for the four qualities behind brilliant B2B brands. The cool CATS of marketing are: Courageous, Artful, Thoughtful (this blog’s focus!), and Scientific.] A successful brand strategy is a powerful asset—one that can help you grow revenue and gain market share. But a brand strategy is only as...