Marketing Deconstructed

Master Brand Strategy & Messaging for Service Companies | Featuring Brian Sooy

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In this episode of Marketing Deconstructed, Ali Schwanke dives into the world of brand strategy with Brian Sooy, author of Trade Secrets and founder of Aespire. Learn why service companies struggle to market effectively—and how to fix it.


Key Takeaways:

  • Why clear messaging beats being "the best" every time.
  • How to align your business and brand with Brian’s four-part framework: Clarity, Orientation, Relevance, and Experience.
  • The role of touchpoint ecosystems in delivering consistent, memorable customer experiences.
  • Real-life insights into differentiating service businesses through storytelling and strategic alignment.


    • Get Brian’s Book: Trade Secrets: Four Core Strategies to Maximize Value for Service Companies.

    Brian's Agency: Aespire

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