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Here’s a thought-starter: how do you create your marketing team in the tech space or any other niche industry when your sole focus up to this point has been on creating the best possible product? It’s a common concern for many companies looking to progress from start-up to scale-up and that have often enjoyed rapid early success in the marketplace. As exhilarating as it can be to successfully

Branding is dead. Long live CX. Lots of people are saying it.  We agree with the CX bit – but even in the new world of Customer Experience (CX), the death of branding has been greatly exaggerated. Great branding doesn’t compete with CX. Great branding is the foundation of CX. What goes into a great brand? It’s much more than a logo or identity. We live by that. In