A product name has to survive being said out loud
A worked example of a name that passed every obvious test and still failed — and the five checks I run now before signing off on one.
How we changed what the market thought about a declining brand
MPS acquired HighWire Press in 2020 and revenue fell for three years. Leadership fixed the product, delivery and support, and churn stabilised. But new logos still weren't showing up. The problem wasn't capability, it was that the market had stopped believing we were alive. Here is how we rebuilt the story and what it moved.
Why B2B Marketing in F1?
Red Bull spent around $220MM on Formula 1 in 2020, and the logos on the car were AWS, Oracle, Crowdstrike and Zoom. Not consumer brands. Here is why enterprise software companies pay to be on a race car.