Author · 2 editions
Written by
L. Voss
Design Director, Identity Systems
Brand and identity systems lead with a fifteen-year track record across entertainment, sports, and B2B. Writes about the false dichotomies that keep CFOs and CMOs from buying each other dinner.
NO.DateTitleAuthorRead
- 040MAR · MMXXVIL. Voss6 min →
B2B brand and demand on one budget
B2B brands keep brand and demand on separate budgets and wonder why neither one is working. The unlock is operational, not strategic. Same budget, two cadences.
- 038MAR · MMXXVIL. Voss6 min →
Brand and performance are not separate budgets
The split between brand and performance budgets is an artifact of how teams are organized, not how buyers behave. Reorganize the team and the budget question changes.