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\u201cI\u2019m constantly coaching my team on how we market the marketing.\u201d As CMO of FreshBooks, Paul Cowan has a lot on his plate\u2014even marketing the marketing! However, this is important as it helps everyone internally find the brand\u2019s \u201ctrue north.\u201d We discussed all of this and more this week on the On Brand podcast.\nAbout Paul Cowan\nPaul Cowan\xa0is the CMO at FreshBooks, leading its global marketing team. Over the past 20 years, Paul has marketed phones, food, alcohol, toys, and SaaS products at big companies and start-ups, with an expertise in driving sustainable customer growth and retention strategies. He\u2019s built brands through the appropriate application of data and insights and is always focused on driving results. He\u2019s even won some awards that sit on a shelf somewhere and has written things for various publications that his mom is extremely proud of.\n\xa0Episode Highlights\nWhat drew Paul to FreshBooks?\xa0After a storied career on the agency side of things, Paul was drawn to the iconic global SaaS brand by their growth mandate. He was also eager to decode this and figure out the best way to manage that growth.\nIt pays to know your people.\xa0FreshBooks has worked to define who their customer is\u2014the small business owner vs. the corporate accountant who may be drawn to their competitors. \u201cWe wanted to understand the owner. To solve their pain.\u201d\nConsider forming a Brand Council.\xa0At FreshBooks, a cross-functional team called the Brand Council oversees branding. This group has been critical in maintaining the voice of the customer and on new initiatives like branding. This group recently helped launch a \u201cRoll Up Your Sleeves\u201d program aimed at helping small businesses impacted by COVID-19.\nWhat brand has made Paul smile recently?\xa0Paul pointed to Nike for their powerful, emotion-invoking advertising around International Women\u2019s Day.\nTo learn more,\xa0check out\xa0FreshBooks\xa0and connect with Paul on\xa0LinkedIn\xa0and\xa0Twitter.\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,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\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