Definition
Brand memory
The accumulated context of a brand's decisions. Usually stored in people's heads, which is why it disappears during turnover.
From the episode “Why Your AI-Designed Brand Is Invisible, and the 3-Step Fix”Hear it on the podcast1 episode
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B2B2CSelling to businesses that serve consumers. Lirio's customers are health systems, payers, retail pharmacies, and life sciences companies; the end beneficiary is the patient or member.B2GBusiness to government sales, notorious for long payment terms.BacklinksLinks from other websites pointing to yours. The primary currency of SEO credibility. Earned through PR, podcasts, press releases, and industry media — not purchased in bulk.Booking LinkA calendar link — Calendly being the canonical example — that lets others self-schedule a meeting based on shared availability. Will argues this approach is commoditized and inferior to assistant-style scheduling.Broad targetingLetting Meta's algorithm find the audience instead of hand-defining a narrow one. Now the platform default.Build in publicSharing your business progress openly as you go.Building in PublicA founder and startup growth strategy in which a company shares its product development, business metrics, strategic thinking, and operational learnings openly - typically on social platforms like LinkedIn, X (formerly Twitter), or in public forums. The strategy serves multiple purposes simultaneously: it builds brand recognition ahead of the sales cycle, creates community around the founder's perspective, generates inbound leads from buyers who self-select based on resonance with the shared thinking, and establishes the founder as an authoritative voice in their category. Dan Bladen credits Kadence's LinkedIn presence with enabling enterprise deals that would have been inaccessible through cold outreach - including replacing a 10-year competitor in nine weeks after the buyer had been following Kadence's content.CAC (customer acquisition cost)Customer acquisition cost, what you spend to win one customer.