Your Behind-the-Scenes Chief Marketing Officer...
How important is branding to a B2B company? A German radiologist, Dr. Christine Born, has presented research that shows that business brands can cause the same type of brain activity as consumer brands. Kevin Helliker’s article about the study, “This is Your Brain on a Strong Brand: MRIs Show Even Insurers Can Excite” ran in [...]
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In “The 22 Immutable Laws of Branding,” Al and Laura Ries tell us that to differentiate your business, you should create a new category and then own it in the mind of the customer. Don’t allow the market to clump your offering in with everyone else, they say. Instead, define a category that’s entirely new, [...]
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We often talk about the importance of branding in B to B marketing. Every time you communicate with prospects and clients – on the phone, the web, in a campaign or a meeting – you have a chance to reinforce your value proposition and differentiate from your competitors. But it’s difficult to create a brand [...]
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If your business were a color, what would it be? Red? Blue? Brown? Green? Many entrepreneurs and established companies have trouble choosing colors. A designer may present a series of logos in a variety of colors. And all too often the team will choose the colors that they like best. But choosing a color isn’t [...]
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Many small to midsize B2B companies don’t consciously think about branding – they think it’s a concept for consumer marketers, not business-to-business marketers. Branding IS important in B2B. A brand is an expectation that you create and fulfill for your market. For your prospects and customers, it’s the entire experience that they have with your [...]
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Your Behind-the-Scenes Chief Marketing Officer...
