Business Branding

Building a cathedral

“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.”

There Oughta Be A Law

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.

Brand distinction or extinction?

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

10 key attributes of a successful b2b brand

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.