Nobody goes there anymore might just be your greatest opportunity.
DRMG | Category Strategy for B2B SaaS
Business Consulting and Services
Salt Lake City, UT 263 followers
Own the brand that drives demand.
About us
Every category has one brand that the rest try to emulate. It's not necessarily the first to market–but usually the best. It’s distinct, consistent, often creative, and always confident in how it tells–and sells–a story. It's the category leader; that’s not an accident. DRMG's SaaS Brand Strategy system builds the brands that drive demand through research; strategic insights; category creation; brand positioning; wordwork and messaging; and go-to-market activation.
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http://www.drmg.co
External link for DRMG | Category Strategy for B2B SaaS
- Industry
- Business Consulting and Services
- Company size
- 2-10 employees
- Headquarters
- Salt Lake City, UT
- Type
- Partnership
- Specialties
- SaaS Brand Strategy, Category Development, Product Positioning, Brand Marketing, Strategic Planning, Marketing Strategy, and Tech
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Updates
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It is encouraging to see the recognition of the importance of good design (and good designers) in the startup world. But design isn’t just decoration; it’s a tool to amplify emotion. Absent emotion it's an empty vessel, the proverbial lipstick on a pig. with Dustin Robertson
My friend Drew Simmons described airline snacks as 'salt delivery vehicles.' Regardless of the combination or concentration of bagel chips, garlic bread bites, and/or mini pretzel twists you pop into your mouth, the dominant taste sensation is salt over sustenance. So it is with startups and design: surface-level sensations that mask a lack of emotional resonance. #categorystrategy #categorydesign #b2bsaas https://lnkd.in/gr22cZAq
Why SaaS Needs More Heart: Emotion as a Startup’s Secret Weapon. | DRMG Blog
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DRMG | Category Strategy for B2B SaaS reposted this
What’s keeping #B2B #SaaS from winning on #brand? It’s the imbalance between leadership, often rooted in traditional paradigms, and the creative thinkers who excel at breaking convention. On one side: the business majors, the hyper-logical, and the linear thinkers. On the other: the humanities, lateral thinkers, driven by intuition, imagination, and empathy. When the organization over-indexes on the business acumen without including the larger and longer human lens the result is all sell, no soul. All consumer, no human. For businesses to thrive, you need both sides—left brain and right brain—working together. What if your next big win comes from embracing both?
I've come a long way to discover something I think I've always known. Great advertising is great for all the wrong reasons. It’s not great because it differentiates the brand, or delivers a benefit, or has a call to action. No, great advertising doesn’t appeal to us as consumers. It appeals to us as humans. The best advertising is great because of an indefinable quality that leaves a memorable mark - I call it “impressionism" (https://lnkd.in/g3RjVN9F) but you can call it whatever you like. The very best advertising is not about benefits or features; it's not about mysterious subconscious needs that can only be aroused emotionally. It's about stimulating the fundamentals of our humanity.
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The outdoor world has splintered into a dozen different fiefdoms and every brand for itself approaches (again). The dispersed, fragmented nature makes it easy for outside money to exploit. Industries have five essential elements. When these are represented clearly and consistently, industries are aligned and activated. When any of these elements are absent or disconnected from the larger operation, gaps are exposed creating vulnerabilities that lead to stagnation. 1. Governance - The systems, regulations, and policies that govern the industry’s operations. 2. Commerce - Drives the exchange of goods and services, facilitating economic activity, market growth, and the flow of capital within an industry. 3. Education - Continually updates the knowledge and skills of the workforce to match evolving industry standards, trends, and technological advancements. 4. Advocacy - Represent the interests and needs of the industry to governments, policymakers, and the public. 5. Media - Shapes public perception and awareness, influencing consumer behavior and industry reputation while serving as a communication, marketing, and information dissemination platform. What's missing and central to the outdoor industry, or any enthusiast category, is a strong, central authority to champion the values that matter to the community. For that, I would add a sixth essential element that will be required for the "industry" of the future: 6. Culture - Institutional memory that guides behavior, ensuring cohesion and collective identity within the industry across all levels and functions. Without a central entity to set standards, safeguard culture, and push back against profit-at-all-costs models there’s no unifying force to counterbalance corporate interests with the outdoor community’s values.
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Almost every new technological advancement has had to deal with trust issues. From electricity to credit cards and even today’s self-driving cars, they have all had to account for the wariness built into the Hype Cycle once the tech makes it to market. Trust is why you don't lead with AI in your positioning and messaging
Trust versus Tech: Why Leading with AI is a Mistake
DRMG | Category Strategy for B2B SaaS on LinkedIn
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Is the Face Tech category a true complement to the human experience or the latest turn on, tune in, drop out distraction? On last week's Meta earnings call, Zuckerberg reported that demand for the Ray-Ban 'Smart Glasses' was “...still outpacing our ability to build them.” Either demand is through the roof (not seeing it), or the capacity to produce them is still developing (likely). Regardless, it appears optical-based assisted intelligence is here to stay in one form or several. On Episode 51 of the SaaS Brand Strategy Show, Dustin Robertson and Mike Geraci dig into the recent acquisitions and investments in and around the emerging category, including: - Luxottica's acquisition of Supreme for $1.5 billion and Meta's investment in Luxottica - The potential strategic rationale behind these moves, such as gaining access to digitally native consumers and the metaverse - Concerns about VF Corp's ability to maintain the authenticity and appeal of acquired brands like Supreme - The importance of staying connected to a brand's core community and maintaining its "soul" as it grows - The role of wearable technology and personalized AI experiences in the future of consumer engagement Listen and Subscribe below. #categorydesign #categorystrategy #OIBiz https://lnkd.in/gEfMB3iS
Ep 51 - Category lessons from the Supreme, Luxottica, Meta deals by The SaaS Brand Strategy Show
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On Episode 50, Mike Geraci and Dustin Robertson are joined by Adam Stepanovic and Teymour Golsorkhi from DashLX to discuss the opportunities and challenges in bringing a new category to market, specifically for the sales team when potential clients, and their budgets, are more focused on immediate, transactional needs rather than the long-term vision. Adam and Teymour walk us through the balancing act needed. #categorystrategy #livedexperience #categorydesign #LX https://lnkd.in/gjqerrvS
Ep. 50 - Why Category Strategy Scares the Sales Team by The SaaS Brand Strategy Show
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🔊 New SaaS Brand Strategy Show... In the latest episode of DRMG's SaaS Brand Strategy Show, Mike Geraci and Dustin Robertson dive into the category-changing concept of "Apple Intelligence," by integrating its unique brand values of trust, security, and creativity and contrasting that against the unknowns in the world of artificial intelligence. Highlights include: - The strategic genius behind rebranding AI as "Apple Intelligence." - Insights into how Apple is leveraging its brand to stand out in the crowded tech space. - A deep dive into the implications of personal intelligence systems category strategy on consumer behavior and brand marketing. Full show and subscribe resource in the comments. #Podcast #AppleIntelligence #AI #SaaSBrandStrategy #Innovation