The Step Change Blog

Where do marketing budgets go to die? In spreadsheets? Maybe. Boardrooms? Bingo.

Not because the idea’s bad. But because the story behind the spend doesn’t stack up.

So how do you build a case that wins hearts, minds, and money without setting fire to your budget?

At the Outsmart vs Outspend Masterclass, marketing and growth heavyweights Ashton Bishop, Marc Johnstone, Matthew Bywater, and Sam Musgrave dropped five moves that separate the growth-savvy from the budget-burners.

Steal them. Use them. Scale smarter.

Let’s be honest, budgeting isn’t always fun.

Yup, you read that right! Unicorns are no longer a myth — at least not in business.

UPDATED: As of 23 February 2023

Are you even really running a business if you don’t know what it’s like to fight for recognition in today’s market? Getting attention is one thing. Being unforgettable is another. 

Pay attention to the first brand in your head in a particular situation. Chances are, it’s one with higher brand salience than the rest of its competitors. The good news is you can have that for your brand, too. 

A quick ChatGPT conversation will say brand salience is about awareness, consistency, repetition, relevance, differentiation, emotional connection, and user experience. If you’re a challenger business, AI will mainly tell you that you just have to strive for awareness and consistency. But what does that even mean? And how can you begin to incorporate those elements into your long-term and short-term goals? 

It’s no lie — AI does have a pretty good grasp on ‘what’ you need to be more brand salient. But if you’re looking to get your hands dirty with the ‘hows’ and more importantly, get results, you’ve come to the right place.

UPDATED: As of 25 August 2022

Should brands aim to be different or distinctive? What is the difference between the two, and how do these strategies add value to the branding equation? We take a closer look at shared evidence and form our own conclusions on why distinctiveness stumps differentiation.