Upwork Senior Director, Marketplace Experience Marketing • 8mo
When features are nearly identical, I focus on the company instead of the product. Brand, customer experience, and employees who interact with customers become the real differentiators. Lead with brand trust. In my opinion, a strong brand is either large and corporate - displaying safety and trust, or takes on a challenger voice that is honest and aligns closely with its customers. Shopify is a good example here, despite being the largest player in its space at this point. Tell stories, not spec ...Read More
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