Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.
How marketing takes companies from silver to gold
Zak recently emailed me an article about why bronze medalists are happier than those who win silver, with a small note that read "reminded me of you". I didn't even have to read the article to know what he meant. I hate the B+, the second place, the silver, the most defeating words from a potential client, "We really struggled with this decision, the two companies we narrowed down to were so great..." you know the rest. You get the B+, the 89%, the race through your head if there was anything else you could have done, had a stronger pitch, shown more expertise, presented a more cohesive plan, a better demo, etc.
For years we have been working on going for the gold, striving to make that emotional connection, and helping our clients do the same. Strategic marketing and strong branding can't necessarily help silver medalists, but it can help companies who are tired of hearing from their sales team that a competitor just won their business, again. With strong positioning, a consistent brand, and a strategic message, marketing can bring a brand to life, clearly demonstrate added value, and in the end, be that one "gut" feeling that makes your company win the gold (over and over again). Ready to start training for that gold medal?