Who We Serve
We serve B2B and “relationship-reliant” clients of varying shapes and sizes.
Here are a few important distinctions as we present our industry focus areas.
Traditional marketing and branding education and best practices suggest there is one universal set of principles – or close to it – that has its foundation in product branding. We disagree.
Professional Services include any business that relies on individual creativity, wisdom, and learning to deliver on its brand promise – that means we believe higher education works like law firms, which works like venture capital firms, and others. See Attraction-based Marketing© for more on this point.
Public sector marketing and all that that includes – branding, communications, and stakeholder engagement – is often the least understood segment in modern communications theory and practice. The systems and controls that are often in place, alone, require meaningful changes to the strategy, planning, and execution of any efforts to sell, influence, or otherwise persuade desired stakeholders to act. One of the most targeted tools to use in addressing these challenges is Terrain’s Story-based Communications© process.
“Engagement” is the new buzzword across a lot of organizations, replacing “brand awareness” and “brand relevance” from the past 5 years or more. At Terrain, we believe engagement begins at the top, with effective strategic plans that transcend the proverbial SPOTS – “strategic plan on top shelf” – for driving innovation and marketing across the enterprise.