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.

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