[Book 1, Chapter 2] This Won't Scale: 41 Plays From The Drift Marketing Team

Reflections & Discussion on Chapter 2: 'Invest in Brand'

Hey, welcome to book club!

Today I’m sharing some thoughts (in a slightly different format) on chapter 2 of the book ‘This Won't Scale: 41 Plays From The Drift Marketing Team’.

I chose this book not only because it has a bunch of gold inside, but the format is also great. 8 short chapters with a series of ‘plays’ under each.

Check out the post I did on chapter 1 here, if you haven’t already.

Haven’t got the book yet? You can pick it for free right here! Read through the below and, as well as chapter 2 of the book, and leave your own reflections in a comment on this post - LET’S TURN THIS INTO THE BEST BOOK CLUB FOR EUROPEAN CONTENT MARKETERS!

Here we go for highlights of 3 of my favourite ‘plays’ in chapter 2:

Play #7: Bet on Brand

• The idea: Invest in building a strong brand that is authentic, differentiated, and resonates with your target audience.

• A quote: “Unlike a lot of companies in the SaaS space, we weren’t all that worried about the immediate ROI of our marketing tactics. We took a bet on brand because we believed that in the long run, we’d benefit more from telling an authentic and consistent story than all the one-off marketing growth hacks combined”

• How to do it:

  • Define your brand: Clearly articulate your brand's mission, values, and personality.

  • Create a brand identity: Develop a consistent brand aesthetic across all touchpoints.

  • Live your brand: Integrate your brand into every aspect of your business.

• Benefits:

  • Increased customer loyalty: Build a loyal customer base that trusts and advocates for your brand.

  • Enhanced brand equity: Create a valuable asset that drives growth and differentiation.

  • Improved marketing effectiveness: Make your marketing efforts more impactful and persuasive.

• A reflection from Joe: If you define brand as your reputation (more than simply your logo and colours) content is clearly the best way to build it. Content that actually interesting, insightful and consistent on the messages you want to convey will 100% build trust with your audience of potential buyers over time. Can you always measure that impact on your weekly reporting spreadsheet? Probably not. But, done right and consistently over time, you’ll see the rewards. That is, if you’re doing it the right way.

  That made me think of a post I saw late last week from Dave Gerhrdt on Linkedin.