The SaaS Brand Strategy Show

On this episode of The SaaS Brand Strategy show, we kick off a critical analysis of the world’s first “AI pin” introduced this month by Humane. Not just the pin itself, but the launch, and the combined praise and ire it’s drawn within the tech community. We’ll be discussing features, design, and the philosophy that drove its creation—but even more so whether or not that philosophy is showing up prominently enough in the messaging and positioning of the product for it to matter and make waves.

Join us as we unpack Humane.ai’s product launch strategy, and wonder aloud if the focus on its technical prowess has overshadowed the company’s ability to merchandise the human problem its supposedly there to solve. We discuss whether the balance of innovation and human-centric design, and the messaging of it as a whole, is enough to make what Humane.ai is doing meaningful.

Whether you're a tech enthusiast, a marketing professional, a SaaS founder looking at what to do or what not to do in your own messaging and positioning, or just someone curious about the future of wearable technology, we offer our perspectives on the evolving landscape of AI, its potential impact on our lives, and the crucial nature of telling and selling a story when launching new categories of products and technology into the market.

About DRMG:

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: ⁠⁠[email protected]⁠⁠

Learn more at: ⁠⁠drmg.co

In this episode of The SaaS Brand Strategy Show, Eddie Yoon, a renowned author, B2C and B2B marketing consultant, and category design expert, joins us to share his experience in consumer psychology and growth strategies. He highlights the importance of category creation for companies of all sizes, and why knowing your customer (and who your Super Consumers are) is key to selling and telling the right story.

Eddie has authored a variety of marketing books, and aided innovative companies like Keurig and iRobot and his wisdom is both wide and deep. With a shared ethos for how we approach marketing, and maybe even the world, this week's episode offers valuable perspectives on consumer behavior and business success in the context of analytics and category design.

About DRMG:

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: ⁠[email protected]⁠

Learn more at: ⁠drmg.co

On this week's episode of The SaaS Brand Strategy show, we dive deep into the captivating story of Klaviyo's decade-long journey to transform the ecommerce landscape—culminating in what's expected to be a massive IPO next week. Today's episode unveils the intertwined relationship between Klaviyo and Shopify, shedding light on why Klaviyo has managed to stand out as the dominant platform for ecommerce email marketing.

We explore the resonating power of customer advocacy, the brand's unique value proposition (or lack thereof), and the challenges and opportunities that lie ahead with its anticipated IPO. We devil's advocate our own position on the importance of differentiation, and look at why Klaviyo has had a simplistic and undifferentiated message for years, and yet continued to skyrocket in growth.

Industry experts are keenly watching Klaviyo's moves and what it signals for the future of ecommerce marketing. Whether you're in the ecommerce or digital marketing space, this episode gives insights into their growth, messaging, positioning, market conditions, and more. You won't want to miss it.

About DRMG:

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: [email protected]

Learn more at: drmg.co

Strap in, SaaS fans. On this week's episode of The SaaS Brand Strategy show, we're taking a ride into the heart of Front’s category strategy around their Customer Operations Platform. We love finding interesting and well-executed category strategy in the wild, and Front has made waves with their's raising over $200 million in their pursuit of this category, and the narrative surrounding it.

Today, we dive headfirst into their website, dissect their product video, and give you our no-holds-barred take on what we think works and what could use a little polish. We're all about celebrating what we think of as the good stuff that aligns with our process and perspective, while also pointing out the things that we think would benefit from a tweak.

If you're looking to stand out in the SaaS crowd too, tune in to see what we think of their marketing strategy and the of their category approach, plus hear our thoughts on how they could level up even further. You'll walk away with a ton of inspiration, and maybe even a few ideas on how to shake up your own game too.

About DRMG:

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: [email protected]

Learn more at: drmg.co

In this episode, we dive deep into Databricks' recent acquisition of MosaicML, a staggering $1.3 billion transaction that aims to democratize AI and bring its services to, well... everyone? We'll explore their before and after messaging, the key elements of category strategy in play, and the role of AI in shaping today's software messaging landscape. We also delve into the challenges of positioning AI in an industry that's rapidly expanding and evolving, and worries over reverse differentiation.

Join us as we discuss the potential fracturing of AI models and what this could mean for the future of AI in B2B SaaS as the potential looms for it to be incorporated into tech stacks worldwide. We speculate on Databricks' future strategies, including the buzz around a possible public offering to compete against OpenAI in the future.

With plenty playing out in the AI space, join this squad of seasoned tech veterans, who are also curious about AI's explosive growth, and what it means for all of us. Get all that and more on this week's episode of The SaaS Brand Strategy Show.

About DRMG:

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: [email protected]

Learn more at: drmg.co

When evolution occurs, previously accepted nomenclature can become obsolete. So it is with "Remote Work," that charming idea of a distributed office, freed from the constraints of traditional office bureaucracy and politics. But remote from what? With the majority of business meeting invites including a Zoom, or Hangout, or Teams link isn't everyone 'remote', even those in a traditional office space? More importantly, does the term create an us-versus-them dynamic that pits on-prem vs off- against each other?

Ep. 41 of The SaaS Brand Strategy Show tackles the disconnect created by the headless "Remote Work" category. With special guest mischief maker Paul Jones from Bridgio, the DRMG team digs into the threats and opportunities inherent to pre-COVID terminology.

This is the first discussion about what we have termed "Headless categories", category names that have just appeared and been adopted without any really heavy strategic thought behind them. On this episode we discuss the "Fractional Leadership" category. Fractional CMOs, Fraction CIOs, etc...

Is Fractional the correct category name or is there a more appropriate term to capture the comprehensive value provided by top-shelf, um, fractional leaders. (it even feels wrong to say it).

Bridgio CEO Paul Jones brought us the headless idea and joins us to discuss the fractional conundrum. He is well-qualified, as Bridgio is a strategic referral network for start-up brands stocked with, um, fractional talent. (You can get a sense of the direction this conversation takes.)

Thanks to Paul for the excellent topic and interesting insights.

-DRMG

The word community is thrown around a lot when it comes to SaaS companies. Sometimes it's mentioned as a trendy growth tool. Sometimes it's used synonymously with social media. Sometimes it's used to refer to a group of developers coding in the same language, or against the same software. So with all these different definitions—which one is the right one? Which definition of community can you observe and implement in your business to capitalize on the best parts of the concept? And to ultimately grow?

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: [email protected]

Learn more at: drmg.co

Brand and branding have the same root word, but they're by no means synonyms. And yet the number of times we hear people conflate these two words is sometimes astounding. Today we tackle a pet project and pet peeve of ours, which is the nuanced but crucial difference between these two words. We're so passionate about this topic in fact, that we pressed record in the middle of a debate to capture the essence of our conversation.

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: [email protected]

Learn more at: drmg.co

As recession fears continue to muddy the waters of progress, your story is more important than ever. Your narrative—what you tell and sell in the market—will be responsible for the interest and investment you get in your next round—or unfortunately for some, the interest and investment you don't get... So on this week's episode of The SaaS Brand Strategy Show, we take a page out of Sequoia Capital's playbook, and break down the actual pitch deck they ask for from companies pitching them, slide by slide.

About DRMG:

SaaS Brand Strategy (SBS) isn’t about the colors you use, or the typeface you choose. It’s about the category you design and the story you tell.

DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market.

The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They’re organizationally aligned, inspired, and ready to tell a better story—and win.

Own the brand that drives demand. With DRMG.

Send us an email at: [email protected]

Learn more at: drmg.co