Good Branding Requires Metrics and an Open Mind

BlueSky Branding CEO Lori Cohen says that branding simply boils down to “what people say about you when you’re not in the room.”

Lori Cohen is a go-to-market executive with an impressive track record in launching and growing enterprises. The founder and CEO of BlueSky Branding, Lori is a data-driven CMO with deep experience in demand generation including search engine optimization (SEO), search engine marketing (SEM), account based marketing (ABM), field and partner marketing, content-marketing, digital and much more. 

She’s also a former journalist. Lori began her career as a business reporter for PBS - and won multiple awards including a National Emmy, Peabody Award and a Nieman Fellowship to study at Harvard Business School.

In this episode of the Look Left @ Marketing podcast, Bryan Scanlon talks with Lori about the importance of branding in enterprise tech.

  • 01:15 - Discovering your “why”
  • 02:23 - Lori’s definition of branding
  • 05:36 - Marketers measuring vanity metrics
  • 08:56 - Gazelle, an example of how proper branding boosts a business
  • 16:42 - Symptoms of a lackluster brand
  • 25:12 - Branding around customer insights
  • 30:09 - Best metrics for measuring branding success

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Lori Cohen

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