Branding for Growth and Scale with Kristin Luck
\u201cMarketers today have to be data junkies.\u201d Kristin Luck would know. She\u2019s founded two marketing analytics companies that were so successful both ended up being acquired. Today she helps founders and executive teams scale and monetize their businesses. What role does branding play in all of this? We discussed that very topic and more on this week\u2019s episode of the On Brand podcast.\nAbout Kristin Luck\nKristin Luck\xa0serves as an advisor and growth strategist to a number of cutting-edge marketing and analytics technology and services firms through her consultancy, ScaleHouse. She is the founder of two marketing analytics companies that she led to successful exits. Kristin co-founded OTX, an online research business that was named the fastest-growing research firm in the world in 2002 and 2003 and was subsequently acquired by Zelnick Media & Pilot Group and again by Ipsos in 2007. She then founded Forefront Consulting Group, a research technology firm that was acquired by Decipher. Decipher was acquired by FocusVision in 2014 after seven consecutive years of double and triple-digit growth.\nKristin is a licensed investment banker with Oberon Securities and a founder focused on helping fellow founders and executive teams scale and monetize their businesses. Her deal expertise on both sides of transactions comes from participating in both acquisitions and exits from $30 million to $175 million. She is also passionate about supporting founders in international markets execute their entry into the U.S.\nEpisode Highlights\nWhat does branding have to do with mergers and acquisitions?\xa0\u201cBrand is huge in terms of attracting buyers. You have to have brand equity.\u201d We also discussed that brand is hard to quantify yet companies lacking brand equity are usually lacking other performance metrics like annual recurring revenue\u2014and vice versa.\nAnalytics is everything.\xa0\u201cMarketers today have to be data junkies.\u201d However, you have to avoid the \u201cphenomenon on analysis paralysis.\u201d Kristin went on to cite a new report from Gartner noting that CMOs will spend more than CIOs for the first time ever. Speaking of the C suite \u2026\n\u201cIt all comes down to the CEO.\u201d\xa0We discussed how \u201cinvesting in brand\u201d can sound like a dubious proposition, especially as execs typically don\u2019t like investing in marketing much less something \u201csquishy\u201d things like branding. Kristin says the CEO sets the tone. \u201cThey can be your biggest asset and advocate. Look at the T-Mobile CEO.\u201d\nWhat brand has made Kristin smile recently?\xa0Want a smile? How about checking out \u201cThe Naked Truth About Laundry\u201d from the CEO of Dropps, a sustainable laundry company that got Kristin\u2019s attention and mine and made us both smile. Check it out!\nTo learn more,\xa0go to\xa0scalehouse.consulting\xa0for Kristin\u2019s company website and be sure to check out their\xa0blog.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices