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“You can start with a catchy tagline but you can’t stop there.” Margie Agin helps B2B technology companies discover what makes them unique and find the words to say it. She is the founder and chief strategist of Centerboard Marketing, a DC-based marketing agency, and author of Brand Breakthrough: How to Go Beyond a Catchy Tagline to Build an Authentic, Influential and Sustainable Brand Personality. We discussed all of this and more on this week’s On Brand podcast.
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About Margie Again
Award-winning marketer Margie Agin helps B2B technology companies discover what makes them unique and find the words to say it. She is the founder and chief strategist of Centerboard Marketing, a marketing agency based in the Washington, DC area, and author of Brand Breakthrough: How to Go Beyond a Catchy Tagline to Build an Authentic, Influential and Sustainable Brand Personality.
As both an external strategist and an in-house marketing leader, Margie has helped companies in the cybersecurity, communications, EdTech, and software industries distill complex topics into content and campaigns that drive action. She has built and led teams through times of rapid change, launched and relaunched brands, and created sustainable marketing programs that prioritize the customer experience.
Before founding Centerboard Marketing, Margie led demand generation efforts for the education technology company Blackboard and digital marketing for video conferencing leaders Tandberg and Cisco. She also taught content marketing and web writing at Johns Hopkins University. Margie completed her undergraduate work at Tufts University and earned a Master’s degree from American University.
“You can start with a catchy tagline but you can’t stop there.” Just as we tend to fixate on logos, branding often gets boiled down to “coming up with a catchy tagline.” Which, as Margie notes, is fine. Provided you build onto it with authenticity and sustainable systems.
“I’ve seen a brand delivered to an organization from above,” says Margie. “This often created a gap between the umbrella statement from on high to the boots-on-the-ground people who are actually building the brand.”
How do you fill that gap? “It’s getting everyone on the same page. You have to get people involved early—including sales, customer service.” You also need to provide these key individuals with tools.
What’s the secret to useful brand messaging and editorial guides? “Show examples,” Margie says. A document can say a brand should have a “friendly, open tone” but that can be interpreted lots of different ways. “That way people don’t have to start from scratch or guess.”
What brand has made Margie smile recently? Being a tech marketer, Margie pointed us to Thycotic, a software company that celebrates System Administrator’s Day in a very unique way.
To learn more, go to the Centerboard Marketing website, check out Margie’s book Brand Breakthrough, and get a free action guide.
As We Wrap …
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On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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