04, July 2025

You Don’t Need a Campaign. You Need a Point of View.

Before you create content, ads, decks – or even a logo, ask this: What do we believe?

A campaign gets you attention.
A point of view gets you remembered.

In the era of high-volume content and ChatGPT-generated sameness, it’s no longer enough to “show up.” Your brand needs a take. A lens. A philosophy. Something that tells the world, “Here’s how we see it – and here’s what we stand for.”

That’s your POV.

What a Point of View Actually Does

Think of your POV as the soul of your storytelling. It gives your brand:

  • Clarity – You know what to say and what to skip
  • Direction – Every asset moves in sync
  • Distinctiveness – You don’t sound like everyone else in your industry

It’s not just a slogan. It’s not just a campaign line. It’s a belief system baked into everything – from your homepage headline to your pitch deck to your LinkedIn posts.

Great Brands Don’t Just Have Messaging. They Have Opinions.

Let’s break it down with a few B2B examples that nail their POV:

1. Notion

Notion believes tools should be flexible, not rigid.
→ Every piece of their communication emphasizes freedom, creativity and building your own workflows. They don’t just sell productivity – they sell autonomy.

2. Gong

Gong believes that opinions in sales are useless – data wins.
→ Their messaging is bold, their tone is punchy and their visuals scream clarity. They’ve created a cult-like following just by challenging how sales orgs operate.

3. Mailchimp

Mailchimp believes that creativity belongs in marketing, even for small businesses.
→ Their brand is cheeky, warm and design-first – even as a B2B automation tool. They stand apart in a sea of serious-looking SaaS.

Each of these brands knows what they believe and what they reject. That’s what makes their content sticky, their design intentional and their voice consistent.

Embedding POV in Everything

Here’s how a well-defined POV shows up across your brand:

  • Content: Blog topics that match your worldview, not just what’s trending
  • Design: Layouts, fonts and colors that reflect your brand’s emotion and energy
  • Sales: Decks and pitches that lead with belief – not just features

The benefit? Message clarity. Long-term identity. Audience trust.

So no, you don’t need another “campaign idea.” You need a brand POV that guides everything.
Because once your team knows what you stand for, the rest gets a whole lot easier to create.