“Marketers today need to dive in there, get creative, and get involved enmeshed to reveal brand insights. 

I have worked with plenty of phenomenal agencies. They can be very expensive. Kick-starting a brand can be done in-house.

Look to building a brand in an objective sense. Go by competitive insights, market insights, and customer insights. Speak to internal stakeholders. Understand the company, the product, and the market. The creative ideas and the brand ideas will reveal themselves.

You are not starting from scratch if you take a research-minded approach.”

- Patrick Barrett, Vice President of Marketing, Eton Solutions LP

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