Convincing skeptical executives to invest in brand

What separates Day One brands from everyone else and how to become one

Brands work as shortcuts that spare buyers from rationalizing each purchase. Challenger brands lack that shortcut, so they have to cut through by being visibly different.

Enterprise SaaS companies built their defenses on product superiority, and the three advantages that supported it are eroding at once. What remains is whether a buyer already knows you when the need arises. So what does brand actually have to do in this market?