B2B vs. B2C Marketing: What’s the Difference?

No matter your product, industry, or company size, marketers all have the same goal: to grow their brand, connect with customers, and charm them down the path to purchase. But achieving that goal looks different, depending on the type of product/service you’re selling—and who you’re selling it to. Although most people think about the business-to-consumer (B2C) […]

Being Everything to Everyone Isn’t a Strategy

In a discipline besotted with mass marketing, we’ve forgotten the importance of inequality and division. Ever since Byron Sharp’s book, How Brands Grow first emerged, squinting into the light of a new marketing dawn, the concept of sophisticated mass marketing has achieved the kind of salience and ubiquity that most brands can only daydream about. In the crudest […]