Plateauing volumes, eroding margins, sales lost to that competitor with an inferior product. What you feel in your gut is probably true—the market views you as just another supplier. You’re becoming a commodity. Continue reading
Posts Tagged “b2b branding best practices”
In my last post, I wrote about a study I had read about the importance of B2B branding called, “From Promotion to Emotion.”
Another Valentine’s Day has come and gone. And hopefully you found a way to express your love and passion for those close to you.
In its simplest form, dialogue communications consists of listening to customers and prospects,engaging them in a creative way that makes them want to talk to you, soliciting a response, listening to their reply, and responding in kind with addition information, … Continue reading
An old rock and roll song called “You Talk Too Much” was a kind of precursor of what has been a big problem in b2b marketing communications for many years.
In his Oscar-winning role as a television celebrity in the 1976 movie “Network,” actor Peter Finch played news anchor Howard Beale who was told he was being laid off due to the low ratings of his news program.
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
There’s a creative execution graveyard out there. It’s the dreary place where good ideas for your brand are buried.
Deep in the Costa Rican jungle, a fisherman named Chito rescued a crocodile that had been shot and left for dead.