In this episode of The Marketing Schematic, we dive deep into the brand segmentation journey of Information Systems Engineering (ISE). Join us as we chat with ISE's Director of Marketing and Communications, Erin Bonde, and President, Jay Gentle, about their process of identifying target audiences, developing distinct brand identities, and launching a new website for their manufacturing execution system (MES) product, MV2. Learn valuable insights on overcoming challenges, the importance of internal alignment, and practical advice for businesses considering brand diversification. Discover how ISE is leveraging technology and market trends to drive growth and enhance customer experiences.
Key takeaways:
- The importance of defining and understanding your ideal customer profile (ICP).
- How to successfully segment your brand and target different audiences.
- The challenges and rewards of brand diversification.
- Tips for collaborating with an agency to achieve marketing goals.
- The role of technology and market trends in shaping business strategy.
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