Most leaders feel overwhelmed by uncertainty right now. The questions CPG brands are asking are big ones, and they have consequences for companies with limited resources who are trying to grow and scale. What from the last year was an aberration? What can and...
We have identified the most common themes and pains that early second-stage and late second-stage companies face, especially when it comes to managing changes in focus, positioning, and branding. Read on to learn more about what a second-stage company is, and, more importantly, get some ideas about where and how to focus your energy to have the biggest impact on their growth and evolution.
Purposeful second-stage companies are more likely to grow and scale in 2021 and beyond following industry disruption caused by the global COVID-19 pandemic. Research suggests that consumer expectations are changing, and consumers now expect brands to be meaningful problem-solvers. More than ever, brands need to act with purpose and articulate their purpose well through brand positioning.
How does a brand transcend a founder while still keeping their value, perspective, and influence? This is a uniquely “second-stage” dilemma. Whether you are talking about the next generation of a family business, a new company that emerges after a merger, or installing a new CEO, the question is essentially the same. This is also a question that Six-Point is facing as Six-Point co-founder, David Wicks, prepares to retire at the end of 2020. One of the main questions our agency has had to ask is not “how will we replace David” but instead, “how will we keep David’s influence intact?”
Highly detailed 12-month marketing plans are a thing of the past. You need a more agile way to plan your marketing activity that still allows you to think ahead, but also is built to be responsive to changes in your business and the market. Enter the marketing road map. This version of agile planning can be accelerated or decelerated as needed.
As companies grow and scale, there are points in the business lifecycle when clearly articulating a brand strategy is critical to success. Brand strategy provides clarity and consistency to customers and employees. When companies prepare for a merger, a new market entry, or building out a marketing department for the first time, this clarity and consistency is an indispensable tool.
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