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INSIGHTS FROM EXPERTS ON LINKEDIN Anthony Pierri on Why Every B2B Brand Needs One Clear Association Anthony Pierri argues that the strongest B2B brands are instantly associated with one simple function, even if they offer much more. He uses companies like Stripe and Salesforce as examples, showing that people remember them for one core capability, […]

INSIGHTS FROM EXPERTS ON LINKEDIN Jonathan Bland on Why Consistency Beats Constant Message Testing Jonathan Bland argues that marketers spend too much time changing messages when they should be reinforcing the same core idea repeatedly. He explains that brands grow by consistently linking themselves to key buying triggers or category entry points, while testing different […]

INSIGHTS FROM EXPERTS ON LINKEDIN Liam Moroney on Why Market Growth Matters More Than Market Share Liam Moroney explains that category demand and market share are two very different things. While companies compete for market share, they cannot create demand itself because it belongs to customers and is shaped by market conditions. He argues that […]