INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

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.

Meeting the Changing Needs of the B2B CMO 

As we approach 2020, the role of the B2B CMO is changing dramatically. How can brand and marketing agencies evolve to better serve them?

DeSantis Breindel is proud to host Huddle, an annual educational and networking opportunity for select B2B marketing leaders. Each year, to ensure that our programming is compelling for our guests, we…

Seven Principles for M&A Branding Success

From a business perspective, few things are as critical to get right as a major merger or acquisition — and few things are as challenging. On the long list of considerations during M&A activity, merger branding is one of the most crucial. Not getting brand right is a key reason that, according to the…

From Measurement to Improvement: An Agile Approach to Employee Engagement

Few would dispute that the world in which we live and work is changing at an extraordinary pace. In this dynamic landscape, business executives face immense pressure to not only survive – but thrive. In other words, they have to keep up with the pace while bumping up profits.

Continuous innovation is a strategy we hear…

Rethinking Brand Identity After a Merger: A Visual History

With M&A activity at record levels, marketing thought leadership is abuzz with tips and tricks for maximizing the effectiveness of brand mergers. Such pieces often center on how to align corporate cultures and boost internal engagement. Without a doubt, these are vital issues that demand consideration. But is today’s culture craze sidestepping…

The Great Divide: Brand Architecture vs. Information Architecture

In today’s digitally-driven B2B marketing environment — one which offers buyers easy access to access to an array of information and a plethora of opinions — companies no longer control exactly where or when customers or prospects encounter their brand. And with 68 percent of B2B buyers preferring to conduct independent research online, it’s…

Building a Sustainable Brand with Emotional Impact

Once, “environmentally conscious” could be tossed off as a corporate buzzword. And companies could claim that the cost of sustainability was just too high. But, driven by technological advancement, the price of sustainable technologies and practices has plummeted, and the potential for savings is impressive. A 2018 report by the Global Commission on the Economy…

Discovering Brand: The Value of Marketing for Research Nonprofits

In our work with nonprofit research institutions, we’ve found that many of them are hesitant about marketing. They believe their missions — and their accomplishments — should sell themselves. In the past, this just-the-facts communications approach may have been sufficient for research nonprofits, since they could depend on generous government funding. However, the funding…

From Employee to Brand Ambassador: Maximizing the Value of the Professional Services Brand

Last year we published a whitepaper that examines how professional services firms can leverage the power of branding to stand out in an increasingly competitive industry. It’s a fairly comprehensive look at the process of building a solid and differentiated brand, from conducting internal and extensive research to identifying core brand attributes and developing…

A B2B Engagement Strategy Designed to Differentiate

For a business to be successful, it’s no longer enough to just have the best offering or most talented employees. These have become table stakes thanks to players like Amazon and Airbnb that have reinvented what it means to be customer-centric. Now, customers can order almost anything with the click of a button…

Breaking Out of the Bubble with B2B Marketing Conferences

It’s all too easy for CMOs and other marketing leaders to get trapped in the bubble of their role, team, company, or industry. With jam-packed home and work schedules, there may be little time for education, networking, or brainstorming. It’s a paradox of the modern workplace — while we hear a lot about…

Brand Storytelling: Why It Works to Boost Marketing Impact

A tale as old as time
From early humans drawing pictures on walls to parents telling bedtime tales; from ancient civilizations that invented myths to modern creators who create sagas on the screen and plots on the page — storytelling is a tradition as old as humanity. Today, it’s also one of the most popular…

OneSpan: Using B2B Brand Architecture to Signal a New Path

When a company makes a major strategic pivot, such as M&A or entering a different category, leadership often ponders a new name, design language, and messaging. These are all important considerations, but too often one of the most crucial underlying aspects of a customer’s experience is overlooked—the company’s brand architecture…

Branding Blogs You Should be Following

You can’t accuse B2B marketers of not practicing what they preach. For every content marketing recommendation that makes it into a client presentation, there’s an agency or independent consultant or news outlet with a blog to push. These sites can be invaluable resources for information and inspiration, but too frequently their content is…

The Top 6 Things on B2B CMOs’ Minds This Year

Learning from one another’s experiences can really help B2B CMOs to flourish. This is what motivated us to create Huddle, an annual, invitation-only community of B2B marketing leaders that addresses their most pressing issues while empowering them with stories of peer success. The event is moderated by DeSantis Breindel and headlined by an…

Brand Naming: An Art and a Science

“What’s in a name?” It’s not just William Shakespeare who wants to know. Companies have been pondering this question for years, trying to crack the code for the perfect name to gain recognition — and help their products sell. That’s because a name carries real weight. Brand naming has the power to reinvigorate…

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…

The Best Ways to Build Brand Affinity

From the movies we watch to the friendships we develop, loyalty is a quality that plays out in culture, life, and, of course, business. In a crowded marketplace, brand loyalty is something that many companies strive to cultivate among their customers. But what if these organizations could take the concept of brand loyalty even further…