“Building a brand today is a little like building a cathedral during the Renaissance. It took hundreds of craftsmen scores of years, even generations, to complete a major edifice.”
Some B2B marketers have this need to create ads that are basically spec sheets, brochures that are instruction manuals and corporate videos that run on like a biblical epic.
So here’s a thought: A brand, by definition, must be distinctive from other brands or it isn’t really a brand at all. And on top of that, the distinction must be deliverable. No vaporware as far as your brand goes. … Continue reading
Later this month Mobium will be hosting a free event here in Chicago that includes a presentation from Dave Kerpen, author of Likeable Business, a book that explores what brands need to to do build customer trust, get and stay … Continue reading
Pretty good game this year. On the field. The ads were far less impressive. I’m pretty done with what passes for humor in Super Bowl spots. Continue reading
Since the Mayan apocalypse didn’t happen, we’ve all got to face a harsh reality of our modern-day b2b world: You are no longer in control.
B2B companies are beginning to understand the power of brands in the marketplace. Being the number one brand in a marketplace makes you a target for competitive brands, but also an easier brand sell to the target audience.
There’s nothing better than sitting in a room with a bunch of B2B marketers and listening to them make loosey-goosey decisions
We live in a media filled, message-fragmented world. It’s hard enough to get someone’s attention when you’re stopping traffic on Michigan Avenue with a thousand other tattooed marchers, a spray-painted protest sign in your hands and a look of righteous … Continue reading
Gee whiz, folks. This b2b branding stuff isn’t such a big mystery after all.