Grant Lange's Articles on Martech Zone

Grant Lange

Grant Lange is is one of the founding members of Evidence Interfaces, a branding and product development collective. He works with companies both large and small to develop effective branding and product development plans.
  • Content MarketingMarketplace Positioning and Profitability

    The Five Profitable Positions in any Marketplace

    In my former corporate life, I was consistently amazed at the communication gap between those who made the products and those who marketed and sold them. As a tinkerer and a social problem solver, I always tried bridging the gap between makers and marketers. Sometimes, these efforts were successful; sometimes, they were not. Yet while trying to solve the inner…

  • Content MarketingProduct-focused vs consumer-focused branding

    The Secret of Building Your Brand like Nike or Coca-Cola

    In the American branding structure, there are really only two types of brands: consumer-focused or product-focused. If you are going to do any work mucking around with your brand, or you are getting paid to muck around with someone else's brand, you?d better know which type of brand you have.

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