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 “integrated branding”
A recent Advertising Age article is now touting the longevity of CMOs, pointing out the average tenure is now around 45 months.
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
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.
Saying something in a memorable way has monetary value. It can make a million-dollar budget work like three million.
I’ve been hearing some discussion recently among CMOs that b2b integrated marketing communications (IMC) is no longer as relevant as it used to be.
Developing a truly powerful business brand that covers all your internal and external marketing needs isn’t easy. In fact, it’s a lot of work.
Like the law of gravity, principles have always existed. They are always in force whether you choose to recognize them or not.
So what does this photo of the draft beer taps at the Goose Island Brewery in Chicago have to do with integrated b2b branding and communications?
The CEO comes into your office and says, “We need a new print ad, a radio spot and a brochure to announce our new revolutionary widget to the marketplace.” Suddenly, you are faced with one of marketing’s moments of truth.