Tag

SaaS brand strategy

2 articles

Brand & Positioning

Measuring Brand Equity for SaaS: Indicators by Stage

A stage-appropriate framework for measuring brand equity in B2B SaaS — the leading and lagging indicators, survey methodologies, benchmark data, and how brand equity connects to commercial outcomes at each growth stage.

Jun 7, 202613 min read

Brand & Positioning

Rebranding SaaS: When NOT to (and the Cost of Doing It Wrong)

A strategic framework for SaaS rebranding decisions — the situations where rebranding destroys brand equity rather than creating it, the true costs of rebranding, and the diagnostic questions to answer before committing.

Jun 7, 202613 min read