Branding from Above w/ Andrew Mullin

What does it take to market a global tech company in an industry that still feels new to most buyers? In this episode of He Said, She Said: Razor Branding™ Podcast, we sit down with Andrew Mullin, who leads marketing in the Earth observation industry at Earth Daily—and (casually) also serves as the mayor of Wayzata, Minnesota. Andrew breaks down the real challenge of marketing in an early-adopter category: it’s not just building awareness for your company—it’s educating the market on why the category matters at all. From ABM targeting by named accounts and personas, to translating complex satellite tech into the so what decision-makers actually care about, this conversation is packed with practical strategy. You’ll also hear Andrew’s take on brand architecture in a world of mergers and acquisitions—why “brand equity” is often internal mythology, and how a branded house approach can simplify the story, sharpen the offer, and help customers stop drowning in a spaghetti monster of legacy names.