marketing

Griffon Ventures

The intersection of venture capital and marketing expertise.

About Us

We exist to help startups realize their visions through both capital and unique marketing and advertising expertise.

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What
We Do

Early stage investing, consulting and advisory services, and expertise in brand, retail, and digital marketing can be yours.

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Who
We Are

We’re entrepreneurs through and through with a midwestern sensibility and a rare aptitude for connecting with shoppers.

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Get in touch

When it comes to meeting new people with great ideas, we’re all ears. Reach out to us if you think that your ideas might line up with ours.

Email: info@griffonvc.com

Portfolio You’re a startup. So are we.

Because of our unique perspective, we don't invest in just anyone. Your product or service offering needs to be something that can benefit from our experience and outlook, not just our capital. If you think you have an idea that we can help bring to market, then get in touch, and perhaps there will be a journey for us to take together.

We're proud to be investors in the following companies:

chalkfly

Chalkfly is a startup company that sells office and school supplies directly to consumers, businesses and teachers.

ditto

Ditto Labs is the leading image recognition company for social media.

A history of entrepreneurship

Members of our advisory board have invested smartly over the years. Here are some of the companies that they've been involved with:

nomadic cb mercury prizelogic

Who We Are

We are up for the journey.

Entrepreneurship isn’t for everyone. It takes vision, creativity, and no small measure of guts to go out on your own and trust in your ideas and instincts. We admire this conviction, because that journey mirrors our own. Our marketing agency foundation is one built on the idea of independence, and this attitude is imbued into all of our interactions. And our decidedly midwestern sensibility means that we’re upfront, honest, and humble.

Because of this unique perspective, we don’t invest in just anyone. Your product or service offering needs to be something that can benefit from our experience and outlook, not just our capital. If you think you have an idea that we can help bring to market, then get in touch, and perhaps there will be a journey for us to take together.

Ethan Goodman

Managing Director

Ethan is our Digital Marketing expert.

Ethan is Managing Director at Griffon Ventures and a nationally-renowned marketing strategist with deep expertise in digital and shopper marketing. In March 2012 he was named to Adweek magazine's 2012 "Young Influentials” list, which recognizes the top 20 marketing and advertising professionals in the US under the age of 40. Previously, he devised and implemented breakthrough, results-driving digital strategies (spanning social media, mobile, etc.) for various Fortune 100 clients as a Director of Digital Strategy at Leo Burnett/Arc Worldwide. He was also instrumental in growing the agency's burgeoning eCommerce practice, which gained notoriety for its unique Shopper Back™ approach to strategy and design. Prior to joining Leo Burnett/Arc, Ethan spent 4 years at Griffon Ventures where he built the foundation for their Digital Shopper Marketing team. He is a proud graduate of the Stephen M. Ross School of Business at the University of Michigan (BBA '05), a devout Michigan Football fan and an avid skier. He currently resides in Chicago, IL.

Griffon Ventures' Advisory Board

Experience is the bedrock of wisdom.

An advisory board ceases to have relevance if its members lack the appropriate experience to make sound suggestions. Our advisory board is comprised of seasoned veterans of the marketing world, whose more than 100 years of collective brand, digital, and retail experience for some of the world’s largest companies – think Walmart, Procter & Gamble, General Mills, Colgate-Palmolive, Campbell’s, Pfizer, and Diageo, for instance – can be brought to the table to benefit your startup business.

Working with Griffon Ventures allows you to tap into our considerable brain trust to grow your business:

Ken Barnett

Global Chief Executive Officer, Griffon Ventures

Ken is our General Management & Entrepreneurship expert.

Ken Barnett has passionately led Griffon Ventures, the cornerstone company under his management and ownership, to industry leading heights. Under his leadership, Griffon has become the No. 1 Shopper Marketing company in America for the last five years running - a function of his team's dedication to performance excellence and the profitable success of Griffon' clients in the retail marketplace As a seasoned agency leader with 35 years of broad experience in advertising, marketing and promotions, Ken concentrates on building and nurturing an agency-wide culture of professional growth and client-service excellence. In addition, Ken has created several other operating companies that are complementary to the broader mission of Consumer and Shopper Marketing in the marketplace. Ken is the primary owner and driver of Mercury Fulfillment Systems, a full-service warehouse, fulfillment and back-end support group, from its large warehouse operation in Michigan. He also owns and runs three digital companies: Prize Logic – a gaming and loyalty company; eMarketing – a back-end programming and coding resource; and Collective Bias – a social marketing platform company. Ken co-created another digital company, Triad Retail Media, which was sold to an investment banking team in 2009. Ken operates 12 full-service offices around the US, Canada and the UK. In aggregate, his companies employ 500 people. Ken serves on several industry boards and has been a guest speaker of many universities and advertising/promotion industry events, such as the PMAA (Promotion Marketing Association of American) and the ANA (Association of National Advertisers). Ken has also been part of a group that started an academic major in Shopper Marketing at the University of Tennessee for both graduate and undergraduate programs.

Rob Rivenburgh

Partner, Chief Operating Officer, Griffon Ventures

Rob is our Operations expert. 

Rob Rivenburgh has over 25 years of experience in the field of consumer marketing working with and for Fortune Global 500 companies on both the corporate client and agency sides. With a record of starting and transforming organizations he is skilled at designing winning strategies, identifying new opportunities and mobilizing teams to achieve results. He is a values-driven leader who is passionate about being on the front edge, inspiring growth and developing winning teams. For the last 3 years Robert has served at Chief Operating Officer for Griffon Ventures. Previous to the COO role Rob built and lead the Griffon Bentonville, AR office. Prior to that Rob was responsible for the development and management of the Griffon Field Based Shopper Marketing Network. In addition, Robert’s experience includes 14 years with Nestlé USA and 3 years with Diageo in various marketing, customer marketing, category management and sales roles. Robert holds a Bachelor of Arts in Marketing from Siena College, Loudonville, NY, and an MBA from the University of Michigan. Robert has served on a number of industry and non profit boards, he currently serves as an executive board member of the University of Arkansas Sam M. Walton College of Business Center for Retailing Excellence and the Brand Activation Association.

Fern Grant

Executive Vice President Strategic Planning, Griffon Ventures

Fern is our Research & Insights expert.

Fern Grant is an Executive Vice President, Strategic Planning for The Griffon Agency. A marketing specialist with national and international experience, Grant oversees a 20-person strategic planning team who serve core clients including Campbell’s, Pepperidge Farm, Hillshire and Walmart. Passionate about representing the voice and experience of real people, she also is responsible for thought leadership, developing white papers, shopper and retailer profiles designed to stimulate thinking and discussion among clients, and the Griffon creative team. Prior to joining Griffon Ventures, Grant led the consumer insight team at LeapFrog Enterprises, responsible for all US and International brand, product, shopper and advertising research. Before joining LeapFrog, Grant owned a research and planning company and served as a marketing research specialist, strategic planner, and consultant with brands, manufacturers and retailers based in the U.S. and the U.K. Grant earned her bachelor’s degree in Honors Psychology from San Jose State University and master’s degree in Occupational Psychology from Birkbeck College, University of London.

Steve Nottingham

Senior Vice President, General Manager, Griffon Ventures

Steve is our Business Development expert.

Steve currently leads the Walmart business across the entire Griffon network. Over the last 10 years, Steve has worked across the agency’s key commercial functions and led many of the largest client engagements. Just prior to his Walmart assignment, Steve took on the leadership of the digital capability for Griffon Ventures and successfully extended Griffon Shopper Marketing leadership status into the digital arena. Additionally, Steve led the Colgate Palmolive engagement, which has grown to become one of the agency’s most important clients across North America and Canada. Steve holds his MBA from The Eli Broad Graduate School of Management at Michigan State University and a Bachelor’s Degree in Business Administration from the University of Detroit Mercy.

Scott Reid

Executive Creative Director, Griffon Ventures

Scott is our Creative expert.

Jake Berry

Senior Vice President, General Manager, Griffon Ventures

Jake is our Business Strategy expert.

About Us

Embrace the journey.

Unique ideas are the lifeblood of business. The rigor involved in making an idea a reality, however, is truly a journey. And as an entrepreneur, you require the freedom to make decisions for yourself, to set out along this path of discovery that you alone will navigate. We know that entrepreneurs feel professional freedom in their bones, and that’s why Griffon exists; to help young companies and their founders achieve and sustain their freedom by offering not only venture capital, but brain trust and experience as well.

Our experience in marketing and advertising means that we can help you connect to your end customers in powerful ways that will help your new business thrive.

What We Do

Investing, and more.

We offer early stage investing, like many other venture capital firms. We also offer consulting and advisory services, which is also not new. So what’s different? What’s different is our infrastructure, our foundation. We are a venture firm borne of marketing and advertising, and we can bring considerable resources to bear for the startups in which we invest.

Our founders and advisory board have a wealth of experience in retail, having built shopper-focused platforms for some of the world’s largest brands and retailers, including Walmart, Procter & Gamble, Coca-Cola, Colgate-Palmolive, Diageo, Cargill, Pfizer, and Clorox, to name a few.

That means that our resources, network, and expertise can become yours; a rich and deep expertise in connecting shoppers and consumers to products and services. Beyond commerce, we can help you define and create your brand, and then broadcast your virtues in all of the relevant ways you’ll need in order to succeed.

Blog

We’re looking for the next Detroit success stories

Let’s Rewrite the Story of Detroit If you’re a maker or the creator of a new service and you’re looking for greater reach; if you’re selling to retailers or online and want to expand; or if you’ve got an underutilized production facility in the Detroit area, we want to hear from you. We’re looking to […]

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Ethan Goodman of Griffon Ventures on the tastytrade network

Tom and Tony sit down with Ethan Goodman of Griffon Ventures, a promising young venture fund leader with a dynamic background. At just 29, Goodman is at the helm of Griffon Ventures, a fund geared toward transformative investments in consumer products and pet care innovation. […]

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Ethan Goodman shares latest trends at SXSW

Ethan shares his insights behind what he believes are the three hottest trends at SXSW this year: B2B enterprise, the convergence between the digital and in-store shopping experience, and mobile and hyperlocal conversations between marketers and their audiences.

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Detroit venture invests in online office supply startup

Detroit Venture Partners LLC is expected to announce today that it has led an investment round of $750,000 in Chalkfly, a Detroit-based startup that sells office supplies online. The company, which is differentiating itself among other office supply sellers with a program […]

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Seeking investors and advice? Look no further than Griffon Ventures

Ethan Goodman, the managing director of Griffon Ventures, a startup venture capital firm, is as enthusiastic about discussing startups as he is about discussing his devotion to Michigan football and his favorite places to ski (Park City, UT and Whistler, BC, Canada). […]

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Hello, World

Welcome to the Griffon Ventures blog! My name is Ethan Goodman. I’m 29 years old, I live and work in Chicago (though I’m a proud Detroit native, especially when it concerns my sports teams), I’m the Managing Director of Griffon Ventures and I’ll be the primary author of this blog – with some occasional cameos […]

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Adweek picks 20 under 40 who are wicked smart and rebooting your world

In the domains of media, marketing and technology, to be merely young and successful isn’t so remarkable. But to be influential—seriously influential—is something else altogether: to imagine the truly new and different, to impel real change in the way business has been done before, to lead the way and to inspire others to follow. Those […]

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Content Matters

What is Content Marketing? Content marketing can range from resources on your website, to social media but no matter what your preferred delivery method, if you don’t have great content, you don’t have an audience. As marketing and advertising professionals in the B2B space, we are encouraging our clients develop and repurpose content as a […]

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Better names can court tech consumers

We like our technology devices. A lot. As discussed in a recent Philter whitepaper, research done by Microsoft Advertising even supports categorizing our relationships with our devices in accordance with Jungian archetypes. The PC is the Sage, the TV is the Jester and the mobile phone is the Lover: “It’s always close to you, its content is […]

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We’re looking for the next Detroit success stories

By: Ethan Goodman

Let’s Rewrite the Story of Detroit

If you’re a maker or the creator of a new service and you’re looking for greater reach; if you’re selling to retailers or online and want to expand; or if you’ve got an underutilized production facility in the Detroit area, we want to hear from you. We’re looking to meet with local Detroit companies to help them grow their business and reach more Americans through our Born and Built in Detroit initiative.

Learn more at: griffonvc.com

Ethan Goodman of Griffon Ventures Shares Insights on Tastytrade Network

Tom and Tony sit down with Ethan Goodman of Griffon Ventures, a promising young venture fund leader with a dynamic background. At just 29, Goodman is at the helm of Griffon Ventures, a fund geared toward transformative investments in consumer products and pet care innovation.

Goodman, a Detroit native, began his career in an unexpected place—the world of professional sports. Starting as an intern with the Detroit Pistons, he contributed to the team’s Championship trophy tour, traveling nationwide to bring fans closer to the iconic win. During these travels, Ethan first recognized the power of brand-building through community engagement. This connection to people and their passions eventually drew him into the venture capital sphere, where he saw the potential of strategic investments in shaping industries.

After his time with the Pistons, Ethan transitioned to the startup world, where he identified unique opportunities in pet care and digital consumer products. This led to the launch of Griffon Ventures, a fund dedicated to fostering innovation in pet health, wellness, and sustainable consumer products. Griffon Ventures prioritizes backing entrepreneurs with fresh approaches to well-established fields, particularly in pet care. “It’s about being part of something that enhances lives,” Goodman explains. With Griffon Ventures, he aims to empower founders with more than just financial resources. His vision reflects a commitment to mentorship, expertise, and access to a global network, providing early-stage companies with essential tools for growth.

In the Tastytrade interview, Ethan expanded on his team’s focus on innovation in pet care—from veterinary telehealth to sustainable nutrition. This dual emphasis on profitability and positive impact positions Griffon Ventures as a distinctive player in the VC landscape.

Ethan Goodman Shares Latest Trends at SXSW

Ethan Goodman took the stage at SXSW to share his insights on what he sees as the three hottest trends driving innovation this year: B2B enterprise growth, the convergence of digital and in-store shopping, and hyperlocal mobile marketing that fosters conversations between brands and consumers.

First on Goodman’s list was B2B enterprise technology. He explained that many B2B companies are now emulating B2C strategies, with an emphasis on improving user experience through streamlined digital tools. “Businesses want tools that make workflows as seamless as consumer apps,” Goodman said. This trend points to a growing demand for tech solutions that enhance productivity and simplify complex processes, a trend he believes will accelerate investment in this space.

The second trend Goodman identified was the fusion of digital and physical retail. With advancements in AR and personalized shopping experiences, Goodman noted that brands are merging online and offline touchpoints more than ever. “We’re seeing retailers leverage data to enhance in-store experiences that feel uniquely tailored, creating a more engaging customer journey,” he said. As shoppers seek immersive and interactive experiences, Goodman predicted that retailers focusing on personalization will continue to thrive.

Lastly, Goodman highlighted the rise of mobile and hyperlocal marketing as brands focus on making connections with customers where they are—literally. He described this approach as “micro-targeting audiences with context-relevant messages that enhance daily interactions.” According to Goodman, the trend reflects a shift towards creating immediate, localized value through targeted mobile campaigns, a strategy that’s proven especially effective for younger demographics who prioritize authenticity in their brand interactions.

In his talk, Goodman emphasized that these trends underscore a shared goal across industries: to create more meaningful, efficient, and accessible experiences for consumers. With technology rapidly advancing, he noted that companies able to adapt quickly to these trends would lead the charge in redefining customer engagement and brand loyalty.

Detroit Venture invests in online office supply startup

Read the original article on CrainsDetroit.com
By Tom Henderson

Detroit Venture Partners LLC is expected to announce today that it has led an investment round of $750,000 in Chalkfly, a Detroit-based startup that sells office supplies online.

The company, which is differentiating itself among other office supply sellers with a program to give 5 percent rebates to teachers and an easy-to-use website, says it is on track for $2 million in revenue this year.

The company launched its website in July. It has six employees now and plans to add at least 12 this year in sales, customer service and engineering.

Joining in the investment round were Bizdom, the Detroit-based business accelerator that Chalkfly went through last summer; Chicago-based Griffon Ventures; Start Garden, a Grand Rapids-based startup fund founded by Rick DeVos; and Detroit-based Ludlow Ventures LLC, which earlier had provided some seed funding.

Chalkfly was co-founded by two brothers, Andrew and Ryan Landau, and is the latest example of Michigan natives who’ve had success elsewhere in the business world but wanted to return home and be part of the growing entrepreneurial scene in downtown Detroit.

The brothers said they settled on office supplies for this venture because it was a big market dominated by what they described an unimaginative big players like Office Depot, OfficeMax and Staples with boring websites from which they thought they could take business through marketing based on social media.

“You can make money by being hyper-focused on one vertical if you understand your customers really well,” said Andrew Landau.

Chalkfly went through the Bizdom accelerator program in June, July and August. The website was launched in July. It offers 30,000 products and free next-day delivery to 90 percent of the country, with a one-year, no-questions-asked return policy.

A key marketing tool allows customers to choose a teacher to receive their 5 percent rebate on purchases. The teacher, in turn, can get free or discounted supplies for his or her classroom.

Vidhi Bamzai is a Teach for America fourth-grade teacher at Nolan Elementary and Middle School on Detroit’s northeast side. She met the Landaus at an event Teach for America co-sponsored last spring.

Bamzai said the website is easy to navigate and user friendly, but the main attraction is the rebates that accumulate to her when her friends and family buy things.

“My school provides the basics, but I’m a big fan of things that amp kids up,” she said. Those are, she said, such things as electric pencil sharpeners and white boards for each student that she has been able to buy.

Josh Linkner, Detroit Venture Partners’ managing partner, said when he first heard about Chalkfly, he wondered how they would make such a commodity business interesting. But he said several things convinced him, including the venture capital mantra that one bets on the jockey and not the horse, and that the Landau brothers were jockeys he ultimately wanted to bet on.

“These are two guys with the right mix of grit and scrappiness,” he said. “At the same time, they’re open-minded and coachable, which is a good combination.”

Linkner said the office supply market is so big — $30 billion annually in the U.S. — that an upstart without bricks-and-mortar overhead to worry about doesn’t need to capture much to make money.

Andrew Landau was a 2007 political science graduate of the University of Michigan who was working in Chicago as an account executive for Google Inc. Ryan Landau was a 2009 graduate in supply chain management from Michigan State University who was working for IBM Corp.’s federal customers in Washington.

Adrian Fortino, who vetted Chalkfly for a possible investment as principal of the $5 million Detroit-based First Step Fund, said he was impressed by the Landaus but had reservations about the market, both for the traditional low margins in office supplies and for the fierce competition from big national brands. As it turned out, Chalkfly didn’t need the First Step funding.

“They have been able to get some traction, and the social bent on giving something back to teachers is nice, but you have to worry about how much opportunity there will be to scale up,” Fortino said.

Seeking Investors and Advice? Look No Further Than Griffon Ventures

Ethan Goodman, the managing director of Griffon Ventures, is as enthusiastic about discussing startups as he is about his devotion to Michigan football and favorite ski destinations in Park City, UT, and Whistler, BC. Under Goodman’s guidance, Griffon Ventures has become a go-to partner for founders seeking both funding and strategic advice in launching their businesses.

Griffon Ventures, based in Detroit, focuses on early-stage companies with a mission to transform traditional industries through innovation. Goodman and his team prioritize founders who demonstrate both vision and adaptability, believing these qualities are essential to navigating today’s dynamic market landscape. “We look for founders who bring fresh perspectives and aren’t afraid to challenge the status quo,” Goodman shared. “They’re passionate about solving real problems, and that’s exactly the kind of drive we want to support.”

Griffon Ventures sets itself apart by offering more than just financial backing. Through workshops, networking events, and one-on-one mentorship, Goodman’s team provides founders with the resources and connections they need to scale successfully. From building a go-to-market strategy to navigating regulatory challenges, Griffon Ventures offers startups a holistic partnership.

According to Goodman, Griffon’s approach is designed to create a collaborative relationship with founders, rather than simply writing checks. “Startups come to us for advice, and we’re equally invested in their success,” he explained. “We see our role as mentors and connectors—offering them the tools, guidance, and network to move from concept to reality.”

Beyond funding, Griffon Ventures has cultivated a network of industry experts and experienced entrepreneurs who regularly advise startups within the firm’s portfolio. This access to seasoned advisors enables Griffon-backed founders to make well-informed decisions as they grow, from scaling operations to refining their business models.

For founders eager to take their startups to the next level, Griffon Ventures stands ready as both a financial backer and strategic partner, committed to supporting visionaries who are ready to disrupt and redefine the marketplace.

Hello, World.

Welcome to the Griffon Ventures blog! My name is Ethan Goodman. I’m 29 years old, I live and work in Chicago (though I’m a proud Detroit native, especially when it comes to my sports teams). I’m the Managing Director of Griffon Ventures and will be the primary author of this blog—with some occasional cameos from other members of our team.

Through this blog, my aim is to share insights, lessons, and reflections on the world of startups and venture capital, particularly from the unique lens of Griffon Ventures. As a firm, we’re passionate about partnering with founders who are redefining their industries and finding creative solutions to everyday problems. Each founder’s journey is unique, and we’re here to support them through both challenges and milestones.

Why Griffon Ventures?

At Griffon Ventures, we believe that entrepreneurship is a powerful tool for positive change. Our mission is to support founders who are not only creating innovative products but are also passionate about the impact their work has on people’s lives. We want this blog to be a platform where we discuss not only the mechanics of fundraising, scaling, and exiting, but also the motivations that keep founders going.

What You’ll Find Here

I’ll be sharing posts on topics like identifying early-stage opportunities, building a startup culture, and leveraging technology to scale. You’ll also hear from guest authors—seasoned founders, industry experts, and members of our own Griffon Ventures team—who will offer practical advice and thought-provoking perspectives. Additionally, you can expect updates on trends we’re tracking, companies we’re excited about, and key takeaways from industry events.

Join the Conversation

We want this blog to be more than a one-way communication channel. Feel free to reach out, comment, and share your own thoughts or questions. Whether you’re a budding entrepreneur, a curious investor, or simply interested in the evolving landscape of tech and startups, we hope you’ll find value in the stories and insights shared here.

So here’s to new ideas, bold moves, and the founders who make it all happen. Welcome to Griffon Ventures’ blog—let’s get started!

Adweek Picks 20 Under 40 Who Are Wicked Smart and Rebooting Your World

In the fields of media, marketing, and technology, simply being young and successful is no longer remarkable. To be truly influential— to imagine something new and disruptive, to bring lasting change to established industries, and to lead and inspire others—now that’s the real distinction. This year, Adweek’s “20 Under 40” honors a diverse group of individuals who have redefined what it means to be an innovator, combining technical prowess with creative ambition to tackle the challenges of a rapidly evolving digital landscape.

These 20 professionals represent a spectrum of talent, from product developers creating the latest AI-powered tools to marketers pushing the boundaries of brand storytelling. Selected for their ability to reshape how brands and consumers interact, these honorees aren’t just keeping up with industry trends—they’re setting them. Adweek’s list includes leaders whose accomplishments bridge the gap between technology and humanity, each one leveraging new tools to deliver meaningful connections.

Among them is Griffon Ventures’ own Ethan Goodman, Managing Director and driving force behind a portfolio of startups focused on social impact and tech innovation. With an eye for transformative ideas, Goodman has been instrumental in backing ventures that reimagine traditional industries, from consumer products to digital services. His commitment to funding purpose-driven companies, paired with his hands-on approach to mentorship, embodies the spirit of this year’s “20 Under 40” cohort: young leaders who are as dedicated to social responsibility as they are to growth and innovation.

These honorees embody the future of their industries, breaking conventions and championing projects that go beyond profit to create real-world impact. As they continue to push boundaries, Adweek’s “20 Under 40” reminds us that the future of media, marketing, and technology is bright, bold, and led by voices unafraid to challenge the status quo.

Content Matters

What is Content Marketing? Content marketing can range from resources on your website to social media, but no matter what your preferred delivery method is, if you don’t have great content, you don’t have an audience. In today’s marketing and advertising landscape, content is at the core of consumer engagement, and as B2B professionals, we are encouraging our clients to develop and repurpose content as a key part of their strategy.

At Griffon Ventures, we believe that a well-executed content strategy not only attracts attention but builds trust and authority in your industry. Whether it's blogs, case studies, video content, or social media posts, great content is what keeps an audience engaged and coming back for more. It’s the key to creating long-term relationships with potential customers and partners, while continuously reinforcing your brand’s credibility.

But why does content matter so much? In today’s digital-first world, consumers are overloaded with information. To stand out, content must be informative, relevant, and most importantly, authentic. Without a clear and compelling message, even the best-designed campaigns will fall flat. At Griffon Ventures, we encourage our portfolio companies to use content not just as a marketing tool but as a means to solve real problems for their customers.

Repurposing content is another critical aspect of a successful strategy. Turning a long-form article into social media snippets, or transforming a webinar into an on-demand video series, allows businesses to get maximum value from their content. This approach not only boosts efficiency but also expands reach across multiple platforms, ensuring that the content is available in formats that resonate with different audiences.

In conclusion, content isn’t just king—it’s the cornerstone of digital marketing success. Whether you’re a startup or an established brand, focusing on creating high-quality, engaging content is the most effective way to ensure that your audience stays loyal, informed, and connected. So, take a step back, evaluate your content strategy, and remember: Content Matters.

Better Names Can Court Tech Consumers

We like our technology devices. A lot. As discussed in a recent Philter whitepaper, research conducted by Microsoft Advertising even supports categorizing our relationships with our devices in accordance with Jungian archetypes. The PC is the Sage, the TV is the Jester, and the mobile phone is the Lover: “It’s always close to you, its content is personalized to your tastes, and you can’t live without it.” This metaphorical breakdown highlights just how emotionally connected we are to the technology we use every day, and it brings to light a fascinating point for brands—the names of your products matter.

The importance of naming in tech products is often underestimated, but it can significantly influence consumer perception and adoption. In a world where technology is deeply woven into daily life, choosing the right name for a device or platform can build an instant emotional connection. Whether you're launching a new gadget or rebranding an existing one, the right name can elevate the consumer experience and create a lasting bond with your audience.

At Griffon Ventures, we understand the power of a name in tech branding. A name can speak volumes about a product's purpose, its audience, and the type of relationship consumers are meant to have with it. Consider how names like iPhone, Alexa, or Tesla evoke an immediate response. These names don’t just describe the product; they define the role it plays in the user’s life. “iPhone” speaks to a sleek, personal, and ever-present companion. “Alexa” reflects the notion of a helpful and almost intuitive assistant. Meanwhile, “Tesla” carries the weight of futuristic innovation and luxury.

But how do you craft the perfect tech name? It all starts with understanding your target audience and the emotions you want them to associate with your product. A name that resonates on an emotional level can drive engagement and foster brand loyalty. The name should reflect the product’s personality—whether it’s cutting-edge and dynamic or simple and dependable—and should align with the broader brand narrative you want to tell.

As consumer preferences shift, so does the approach to naming. For instance, consumers today increasingly expect technology to be seamlessly integrated into their lives. This expectation is reflected in names that evoke feelings of ease, intelligence, and personalization. As brands move toward more human-centered, intuitive experiences, the names they choose will only become more important in creating that connection.

For startups or established tech companies looking to develop meaningful connections with their users, consider this: names do more than label a product—they tell a story. Craft a name that speaks to the heart of what your device can do, how it will make life better, and why consumers can’t live without it. In the crowded world of tech, a name can be the difference between a product that fades into obscurity and one that becomes part of everyday life.

So, as we continue to surround ourselves with devices that fulfill emotional roles, from the Lover-like mobile phone to the wise Sage of our PCs, remember that the names we give them are more than just labels—they shape the relationships we form with the technology that powers our world.