“Growth hacking” is a new term for many branding professionals but a long held practice among the best marketers and product managers in Silicon Valley. With traditional media fading and the onslaught of mass customization and niching on the web, marketing as we’ve known it for the past 100 years is in a stage of transition – which means we have to become more creative about how we approach brand strategy.
We have to become more creative about how we approach brand strategy As a marketing measurement professional, turned growth hacking consultant, I find that companies often get so focused on solving their clients problem, digging into data, or struggling to present research results in a truly meaningful way, that we neglect to give our own businesses that same attention. We work IN our business so heavily that we forget to work ON our business. We push strategic planning aside, unless it’s on our clients behalf. We don’t measure our own brand performance or marketing effectiveness. Instead of taking action we become reactionary.