Our latest
thoughts.

Frameworks, field notes, and the thinking behind how we work.
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Branding & Positioning

Brand guidelines template for startups beyond logos

Most Series A companies think they've nailed branding once they have a logo, colour palette, and website fonts. But walk into their office and check their sales decks, LinkedIn posts, conference booths, and customer support emails. The disc

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Meet Pedro Fernandes: Part-Time CMO at iytro

As our team continues to grow, it helps to get to know each of us, including our newest members like Pedro Fernandes, a Part-Time CMO at iytro. Having worked in influencer marketing as well as high tech displays and agencies, he has a lot of stories to tell.

Branding & Positioning

Positioning 101: How to position your startup according to market needs

Positioning is the input to everything your startup does. Everything stems from positioning. If your positioning is off, everything else you do will also be off.

September 6, 2022

Fractional CMO cost vs full-time: Complete breakdown

Fractional CMO cost vs full-time: Complete breakdown

The sticker shock of senior marketing leadership often catches founders off guard. A full-time CMO carries a base salary of $280-320K, plus equity, benefits, and the inevitable team expansion they'll demand within 90 days.