Stop doing that

Continue: The most chicken-hearted word in marketing

Marketers often latch on to words that soften their language. Actually, humans in general do this: think of the last time you said ‘Maybe I’m wrong but…

B2B marketing / Messaging

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Why I hate the ‘Cover the Logo’ test

The ‘cover the logo’ test kills great ideas—because people don’t get how brands work.

B2B marketing / Brand

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Buyer confusion is killing your marketing

Buyer confusion might be the number one killer of marketing effectiveness. Here’s why it happens and what you can do about it.

B2B marketing / Brand

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