INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

Technology Brand Colors: Red, Bright, and Blue

As strategists and designers, we are always curious about the use of color in culture and business. Recently, we took a look at brand colors in the top 100 technology firms. While the range of colors and combinations is varied, we noted a few intriguing themes.
For tech company colors, blue is always true
Not…

Fonts Matter

Dear Google, Apple, Adobe and Microsoft,
You may not know me, but I was created with great care and purpose. Every image, hue and letter. I am special. I have meaning.

I live in hearts and minds, in words and actions, in websites and ad campaigns and brochures. But frequently, I live in Word and…

Unlocking the C-Suite: Why Content Is Key

They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content.

What’s Branding Got to Do With M&A’s?

Let’s play a branding game. Consider the following M&A scenarios:

A global leader in payments technology makes more than 25 acquisitions on five continents to drive growth and innovation against emerging tech upstarts.
A major investment firm completes a series of acquisitions to fortify its strongly stalwart parent brand with scrappier, more…

Merging Markets: How Branding Can Help Bring Crypto to B2B

The cryptocurrency market, which was once considered inaccessible—or even suspect—is gradually finding its way into the mainstream of global commerce, thanks to consumer-friendly apps, celebrity endorsements, and viral trends. Cryptocurrencies are rapidly being integrated into traditional financial markets. In 2021 so far, venture capital firms have invested $17 billion in crypto projects…

Everyone’s a Creative: Use Workshops to Engage Even the Most Skeptical B2B Employee

For a branding project to succeed, it needs buy-in from all internal stakeholders. This means not only the marketing and communications teams, but also anyone else whose resources will be tapped to support the new brand, from human resources to operations to customer relations. Engaging these stakeholders is easier said than done, however. Too…

Rebranding to Keep Pace With an Evolving Business

Businesses evolve. You launch to meet a need in the market, you learn your niche, and then your relationships with your clients and your industry grow as you build expertise. Time passes as your business thrives and your capacities expand and develop. Suddenly you find that your brand and your perception in your market are…

Retain Employees with a Better Brand Story

Our clients have delivered many bits of wisdom as we’ve navigated the pandemic era together. One, from consulting firm West Monroe, stands out in particular: 2020 was the year of the customer, while 2021 is the year of the employee. With so much focus on customer-facing pandemic pivots, employees went above and beyond…

Poised to Pivot

Crisis can pave the path for reinvention. Few industries have been more affected by the global pandemic than travel and hospitality. During this sea change moment, Wyndham Destinations seized an opportunity to reimagine its business.

In 2020, DeSantis Breindel began working closely with Wyndham Destinations as it sought to diversify its business beyond vacation timeshares…

Demystifying the Brand Naming Process

Perhaps it goes without saying, but brand naming is important. A name is the public’s introduction to your brand; it’s the first word in its story. Although a name can’t do everything,it is your company’s first and fastest chance to communicate one or two vital messages about your products and…

The Good, the Bad, and the Ugly: Reckoning with B2B Brand Research

It’s no secret that the most successful branding projects are soundly based in research. Quantitative and qualitative, employee and customer, internal and competitive—for strategists, research provides a comprehensive understanding of stakeholder’s perceptions of their client.

Identifying a company’s mission and competitive strengths is a huge part of brand research. Strengths and…

The Right Time for a Bold New Brand

It’s not always easy to figure out when a new brand direction is needed. For many companies, the brand they build in the early stages of their business can often stay in place for years – long after the organization has evolved beyond its original offering and strategy. Which means that, down the line, they…

Embracing Your Audience for Award-Winning Branding Results 

At heart, a lot of brand marketing is about recognizing patterns. Strategists note the associations clients have with brands, and we see correlations between behaviors and outcomes.

So when four DeSantis Breindel brands were honored at the annual Transform Awards, we weren’t content to rest on our laurels. Instead, we wanted to know what…

Help! Why is My Website Losing Traffic?

It’s every digital marketer’s nightmare: You open up Google Analytics and see your website’s traffic has taken a sharp downturn. Is the website broken? Did a competitor invest heavily in paid search results? Worse, is your brand losing relevance?

We’ve got good news and bad news. The good: a precipitous decline…

Merging Equal B2B Brands: Birth Name, Married Name, or New Name?

It’s a common question for newlyweds. Do they each keep their birth names, opt to use one name, or hyphenate? When B2B brands marry, however, the name game gets really tricky.
It’s even more acute when the merging enterprises occupy the same business segment and are merging equals. Sometimes it’s relatively simple…

Six Reasons Why Private Equity Should Focus on Branding

Branding is an overlooked operational element when evaluating a target company and maximizing performance of a portfolio company. Yet it harbors the most leverage in optimizing marketing and sales, growing market share and increasing retention, and commanding price premiums.

Here’s why a focus on branding is crucial:
1.  Strong branding increases profitability
A company…

Status Quo, Meet Disruptive Branding

“Disruption” is more than just a business buzzword or a marketing trend. For many organizations, it has become a true strategic mindset. Companies jostling in crowded markets, as well as start-ups entering slow-moving industries, are searching for the fresh idea or novel business model that will shake up the status quo — and help…