INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

13 Strategies to Help Your Global Brand Maintain Its Local Roots

Local businesses struggle to compete with the big conglomerates and internet businesses luring their customer base away with convenient shopping at low prices. But the local scene has made a resurgence, thanks in part to millennials who want to “shop small” and support entrepreneurs in their own backyards. In fact, nearly half of consumers in…

CMOs and CIOs: Partners in the New Digital Customer Experience

In 2012, a Gartner analyst famously predicted that by 2017 marketing technology budgets would be bigger than IT technology budgets.  In most organizations, budget means power, so Gartner’s prediction spurred speculation that the CMO-CIO relationship might become a testy one.  Within a year, we saw headlines like this one in the Harvard Business…

From Customer Experience to Client Experience

Customer experience. The phrase has become ubiquitous in branding and marketing circles. In the B2C world, its relevance is obvious: delight your customers at every “touchpoint,” whether on your website, in a retail environment, on the phone, or when they’re using your product or service.

But what does customer experience mean in the B2B…

Experience is the New Marketing

The tsunami of information and opinion on customer experience (CX) can be a bit overwhelming. Here’s a short list of some of the articles we think offer valuable viewpoints and actionable insight.
The Future of the Customer Experience
This Harvard Business Review webinar looks at top CX trends and predictions, including changing customer expectations…

One World, One Brand? Branding B2B Companies in a Global Marketplace

We often hear that “the world is flat.” That capital “moves seamlessly” across borders. That we are increasingly “one global market.”  Yet when we begin a branding initiative with a global client, one of the first things we hear is that the company stands for different things in different countries – and therefore no single brand…

B2Beat: Amazing UI in 2017, and a Year of Reckoning Ahead

We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This month, the best UI of 2017, predictions about “a year of reckoning,” and thoughts on the customer experience revolution.
 

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Optimizing Social Media in B2B Financial Service Marketing

We recently sat down with Len Costa, the partner overseeing content strategy and the digital and social media practice at RooneyPartners. Len’s team designs strategies that help organizations connect with key constituencies, optimize their brand identities, and engage and activate clients, prospects, and the public.

We were interested in his take on the use…

Five Early Warning Signs That It’s Time to Refresh Your B2B Brand

We often get asked: When should a brand be refreshed? While there are some major inflection points we can point to — a merger, a reputational crisis — in many cases the answer is not simple. However, in reviewing branding projects that DeSantis Breindel has worked on over the years, we noticed five warning signs our clients…

Do You Really Need a Tagline?

It’s increasingly common for a brand to go tagline-less, especially in B2B, where standing out among competitors that seemingly offer the same product or service requires a nuanced brand identity that often can’t be summed up in a single catchphrase. Think about it: Perhaps a tagline can sell a sneaker, but will…

Four Principles to Ensure Your B2B Brand and Culture Align

The legendary management consultant, educator, and author Peter Drucker liked to say that “culture eats strategy for breakfast.” The best-laid strategic plans invariably hit a wall if they are not aligned with the organization’s culture — the beliefs and behaviors that determine how a company’s employees and management interact and handle business transactions…

B2Beat: The Value of Thought Leadership, and Mysteries of Gen Y and Z

We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This month, a survey about the value of thought leadership to B2B decision makers, and some intriguing insights into the world of Gen Y and Z.
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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.  According to the Harvard Business Review, between 70 and 90% of mergers or acquisitions fail, and on the long list of considerations for the success of any M&A activity…

Human-Centered Branding and B2B Customer Obsession

Today is the age of the customer, where power has shifted from companies to customers and organizations everywhere are rethinking the way they interact with customers to drive engagement, loyalty, and growth. CMOs and marketing leaders are at the helm of this change, charged with adopting more customer-oriented way of operating in order to…

Can a Legendary Filmmaker Help You Create a Better Customer Experience?

B2B customer experiences are more disjointed than ever. In a poll of brand leaders who participated in our recent webinar about experience design, 72% reported that their customer experience is inconsistent or fragmented across platforms and channels. McKinsey data shows that B2B customer experience index ratings significantly lag behind B2C experiences. And customer expectations continue…

Huddle: Together We Go Further

In collaborating closely with our clients – marketing leaders across a range of industries – we have been struck by how much they have in common beyond their shared focus on building and maximizing their brands. Whether it’s making headway in specific functional areas such as lead-generation or digital engagement, influencing corporate strategy, or getting…

How to Differentiate Your Brand in a Sea of Me-Too Competitors

Everyone in branding relishes that aha moment when research reveals a point of difference from which a compelling and differentiated brand can be built. It’s the discovery of something unique that the company or product can confidently claim as its own. But what if such a difference doesn’t exist? What if a company…

For M&A Success, Put Branding in the IMO Loop

When large, complex organizations combine – whether through M&A or internal reorganization – a strong new brand can be the essential glue that holds the new entity together, both internally and in the minds of customers.

But a new brand is just one element in the successful integration of two organizations. There are myriad other…