Elain Szu

Great question. I'd say the core of this problem is that Marketing has to play a role over the short, medium, and long term. And often time, brand marketing efforts require persistent campaigns over a longer period of time, so the key is to establish a baseline and come up with a few metrics to s...more

You've hit upon one of the reasons why marketing in tech is a neverending challenge (and the fun part IMO). I think the best marketers have both strong analytical skills and grasp how to build long-lasting brands based on an emotional connection with their customer. If your goal is to one day lea...more

Your brand story is often rooted in how your company's core mission solves a critical customer problem. So in order to tell a unique and compelling narrative, you want to look at the company's core product DNA, tell an excellent story about how that landscape for that problem has evolved and cont...more

This is one of my favorite challenges when you're developing brand positioning and you can apply to a singular product area, as well. You can't prevent them from copying messaging -- but you can establish that you are the only credible player to deliver that positioning. Credibility comes from al...more