Problem · Owners
We are launching a second brand and we cannot double the marketing team.
The second product line has a different buyer, a different vocabulary, and sometimes a different regulatory regime, and the plan is to have the same two people market both. That plan produces two half run brands. The fix is not more people. It is a system that runs per brand, with its own accounts, its own report, and its own number, from one team.
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Every additional brand on the same tier is 15 percent off, and every brand gets its own report, its own accounts, and its own number. A second product line in Google Ads is $1,000 a month as an add on. Critical Mass, from $25,000, runs the full system per brand with two outbound seats and TV. Pricing is published.
Why one team marketing two brands usually fails
The brands compete for the same hours. The established one has customers who call, so it wins every week, and the new one gets the leftover Friday afternoon. Its site goes up late, its campaign never gets read, its outbound list is never built. Eighteen months later the second brand has a logo and no pipeline, and the conclusion is that the market was not there. The market was there. The hours were not.
Run the same system twice, not two half systems
Each brand gets its own six step run: its own pages, its own content cadence, its own ad account and campaigns, its own outbound list and sequences, its own report. The team is shared, the system is not. A company with a research product and a clinical product is a common case: two brands on Kinetic, each with a seat, each with a meeting number in writing, and the second at 15 percent off. The clinical brand adds the MLR gate; the research brand does not need it.
What the second brand costs
On Catalyst, the second product line in Google Ads is $1,000 a month with its own campaigns, landing page, and reporting, and the content cadence expands to cover it. On Kinetic, the second brand runs at 15 percent off the tier price with its own seat. For companies running three or more brands, or ready to add TV, Critical Mass from $25,000 runs everything per brand with creative production in house and a quarterly board ready review across all of them.
Questions on this problem
Separate sites when the buyers are different enough that one would confuse the other, which is usually the case for research versus clinical. Separate sections of one site when the buyer overlaps.
It can split time, but a seat sized for one brand's meeting number cannot hit two. Two brands on Kinetic means two seats.
One report per brand, one call covering both, one number per brand in writing. You should never have to guess which brand produced what.
George Stoff, Founder and Lead Engineer
Thirty years building software, brands, and demand. On every account.