The unspoken truth about why your marketing isn't working
With Martin Zarian, Founder, Factor 39
Martin Zarian runs Factor 39 and is one of the sharper voices on brand coming out of Cyprus. This one is for any founder who has been pouring money into lead gen and quietly noticing it stops working the second the spend stops.
His core point is one I keep making too: brand is not your logo, and it is not the same as branding or personal branding, even though everyone uses the words interchangeably. Brand is the perception you do not get to choose, you only get to manage it. We get into the 95/5 rule, why internal branding comes before anything external, and the fish tavern story that explains every weak brand in one phone call.
Key takeaways
- Most B2B founders pour money into lead gen, then wonder why it dies the moment they stop paying.
- Brand, branding and personal branding are three different things, and most people confuse all three.
- Brand is the perception you do not get to choose, only manage.
- Internal branding has to come before external branding.
- Buying attention and generating attention are not the same game. The 95/5 rule explains why.
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