Kula’s Director of Strategy, Laura Hawkins explains the benefits of archetypes for manufacturing brands. While the cohesive messaging and marketing models may seem obvious to those familiar with the application of Jungian archetypes, it’s the additional brand power and bottom line impact that truly makes them useful for standing out in a sea of competitors with increasingly consistent brand pillars.

Continuing our showcase of the Kula Partners team, Craig Edis, Creative Director, discusses the central role of design in modern marketing for manufacturers. Drawing on more than 17 years of experience, Craig shares insights about what goes into developing outstanding brands, why user testing and visitor analysis is so valuable, and how to always design with the end-user in mind.

Jeff and Carman have invited members of the Kula Partners team to showcase their capabilities and provide some tips and tricks to The Kula Ring audience.

In order to understand the needs of B2B prospects and reach them through marketing, how can you provide a helpful experience? In this episode of The Kula Ring, Tracy Swartzendruber, the Marketing Leader of the Power Generation and Oil & Gas division at GE Digital, talks about how UX, cultural language, and feedback can help align your marketing with the ever-evolving needs of customers.

Some manufacturing marketers need to help customers envision how to use their solution while also learning how customers use their products. This week on The Kula Ring, Fin Watterson, Director of Product Marketing at Stratasys, talks about the role of a product marketer in a manufacturing organization, translating product information from the engineers and builders for customers. Additionally, he discusses how Stratasys worked with one customer to develop marketing messaging around their application use case.