Mission, vision, values: if you’re of a certain age, when you hear these terms you might feel transported back to the 80s or 90s, to the height of the “planning school” and corporate jargon. In 1984, one influential business writer proclaimed, “everyone agrees they are necessary” — and the stats back this up. In 1991…
As a CMO, you’ll likely work with a variety of agencies — from brand and advertising to public relations and digital. Each of these relationships has the potential to be a true partnership that strengthens your work and business. But even with this understanding, these partnerships can still experience their fair share of challenges — often…
Forrester researchers published a report about a new customer-centric era in business. As part of DeSantis Breindel’s ongoing relationship with Forrester, we’ve reviewed the report to summarize key findings for our readers — and offered our own analysis about what this change means for B2B brands.
Customer experience is king
Over the past…
We recently visited the Cooper Hewitt, Smithsonian Design Museum’s exhibition, “Saturated: The Allure and Science of Color.” The exhibition covers the development of color theory, and traces its application from antiquity to modern times through more than 190 objects. The director of the museum, Caroline Baumann, emphasizes that the exhibit “advances our understanding of…
Companies with strong brands are setting the pace in the B2B marketplace. Their success is driven, in part, because they focus less on the prospect and more on the customer. Instead of positioning their brands in the minds of their customers, they position their brands in the lives of their customers. In a recent Forbes…
DeSantis Breindel recently met with Forrester as part of Huddle — an intimate community of B2B marketing leaders who come together to connect, collaborate, and learn from each other and from outside experts. Forrester researchers and branding experts shared some of their latest CMO research about human-centered branding and B2B customer obsession. Here are key…
When two companies come together, whether through a merger or an acquisition, they almost invariably rebrand to reflect the combined strengths, value proposition and vision of the new entity. But a merger or acquisition is typically a process that can last months or even a year or more. During this period, a company’s customers…
What’s a talk trigger, and how can a company use one to strengthen its brand and drive business? Jay Baer and Daniel Lemin, co-authors and marketing experts, tackle this phenomenon in their aptly-titled book Talk Triggers, which demonstrates the importance of word-of-mouth marketing through a diverse collection of case studies…
We bring you the latest trending and newsworthy articles in B2B branding and marketing.
This month, making sense of the flood of B2B data and an insightful survey of global executives.
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How to Master…
Before institutional investors turn over millions — and sometimes billions — of dollars to an asset manager, they want to know how their money is going to be invested. It’s not a question of which equities or bonds or alternatives the manager prefers. That’s easy enough to determine by looking at their current portfolios. What…
In the second post of our archetype series, we looked at how a brand team can successfully identify which archetype their brand is and why. Once they’ve aligned around the role the brand plays in its customers’ lives, that information will serve as a guide as they develop brand strategy and express it through…
We bring you the latest trending and newsworthy articles in B2B branding and marketing.
This month, an exploration of the future of marketing via data-driven strategies and automation platforms, as well as a look at how to implement profitable pricing practices.
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The need for powerful storytelling has become a common refrain among marketers as they think about how to better connect with audiences. With ever-increasing opportunities for brands and audiences to interact digitally, marketers know they need to find ways to cut through the noise and engage with audiences at a deeper level – and film…
One logo does not always translate to one cohesive brand. One of our clients, a global management consulting firm, learned this first hand. After a series of acquisitions and internal restructuring, management was focused on creating a “one firm” mentality, hoping to create synergies across a diverse array of practice areas that would lead to…
According to the Harvard Business Review, “study after study puts the failure rate of mergers at somewhere between 70-90%.” More often than not, brand is not promoted or leveraged to provide unity, clarity and solidarity during this critical inflection point, yet brand can make all the difference between success and failure for the companies…
For decades, law firms went to market with stale messages that did little to create compelling impressions in the minds of their audiences, let alone lasting ones. To a large extent, they got away with it — relying on the strength of their bench, their personal relationships, and the knowledge that big companies had big budgets…
The traditional lines between technology and management consulting are blurring. And consulting firms of all sizes are trying to keep up, broadening the scope of their offering (often through acquisitions) to meet the increasing demand for technology solutions and services.
We first looked at this situation in 2015, when we read the TBR 2015 Professional…
We bring you the latest trending and newsworthy articles in B2B branding and marketing.
This month, the intersection of marketing and data protection, events and conferences you shouldn’t miss, and the impact of design.
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