Brand-Owned Terms: The Power—and Process—of Naming a Movement
ConversionXL
JANUARY 16, 2019
As detailed in a co-authored book , Brian Halligan, a recent MIT grad in 2005, observed startups failing with “‘tried-and-true’ marketing techniques that he had seen work throughout his career; techniques such as trade shows, telemarketing, e-mail blasting and advertising.”. If you don’t name something, then it doesn’t become real.”.
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