INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

Five Ways to Activate Brand Authenticity

In a crowded market, it can be tough for brands to find whitespace. Identifying an ownable market positioning while maintaining brand authenticity is infinitely harder — but doing so is imperative for a brand’s ongoing success.

Our client, CDISC, was facing this challenge. CDISC began as a grassroots, nonprofit organization determined to develop and advance…

Pancakes and Purpose: What IHOP Teaches Us About Legacy Branding

Much has been written about brand agility, the idea that a strong brand needs to remain true to core principles while always remaining open to new ideas. But this is easier said than done, especially for legacy brands. When a brand conjures up an indelible image in the minds of its customers, deviating from that…

Six Ways to Turn Your B2B Website into a Brand Experience

Now, more than ever, a B2B website is the front page of a brand. As many businesses shift their focus from the conferences and in-person events that have historically driven so much of B2B sales and engagement, they are considering how to better leverage their digital presence and connect with prospects in new ways…

The Four Essential Elements of a Winning B2B Brand Strategy

Companies rebrand for myriad reasons, and each resulting brand is — or should be — unique. But there are four essential elements shared by winning B2B brand strategies: authenticity, individuality, cohesion, and adaptability.  
1. Authenticity: Stay true to your brand foundations
All brand strategy engagements should result in an authentic brand. And brand strategy is not always…

B2B Brand Positioning: Five Big Pitfalls and How to Avoid Them

Brand positioning. It’s a concept pioneered by branding legends Jack Trout and Al Ries in the 1960s that has since become the essential foundation upon which all of an organization’s marketing is based —from print campaigns to digital engagement, sales outreach to recruitment efforts, content strategy to customer journey mapping. Defined as the…

Branding Blogs You Should Be Following

One of the biggest takeaways from our recent discussions with B2B marketing leaders is that their roles can be lonely. B2B marketing teams are often smaller than those at their B2C counterparts, and CMOs’ peer executives frequently underestimate the value of brand. What’s more, there are few convening opportunities for B2B marketing leaders; CMO…

Why B2B Branding Matters Today More Than Ever

There’s been a fundamental shift in how business is conducted. Businesses can use LinkedIn, blog posts, and social media to reach customers in new, unexpected ways, and the purchasing process itself has become more informal. Rather than relying on the formal pitch and conference call, companies are constantly interacting. They’re looking to form…

Four B2B Digital Trends That Help Companies Stay Competitive

The digital landscape evolves rapidly — new trends seem to surface weekly. And as digital natives become decision-makers at their companies, they’ll expect B2B marketing to merge with broader digital innovations.

Here a four B2B digital trends that will keep companies competitive in this changing marketing landscape. 
1. Personalization
As account-based marketing (ABM…

Stronger Together: How Brand Drives M&A Success

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…

Internal Branding Campaigns: Why Success Starts With Research

We recently found ourselves in the following conversation:

Client: We need to engage employees in our company’s new mission. We need your help with the execution of the communications campaign. We already have the positioning and messaging. The CEO wrote it.

DB: Oh, that’s great. What kind of research was conducted in developing…

How to Hire a B2B Branding Agency

Getting the green light to undertake a rebranding project is a moment to savor. You’ve got a mandate and a budget: time to hit the ground running. But you’re going to need an agency partner — even companies with in-house capabilities often go outside for fresh perspectives and expanded resources. So you’re…

The 10 Essential Components of a Successful Technology Brand Strategy

Technology has been a business game-changer at every level — revolutionizing customer experience, enabling groundbreaking innovations, and accelerating the speed of business. Technology giants are expanding their reach while companies with decidedly non-tech histories like Maersk and even McDonald’s have reinvented themselves to excel in the digital era.

B2B tech companies need to…

Building an Online Brand Experience

What is brand experience? Yashumi Kasumi, Innovation and Creative Manager at IKEA, says,“A brand experience resembles the experiences you have with the people in your life…[it is] literally everything you have seen and heard — or even felt or smelt or tasted — about a brand.” This reflects a shift in the meaning of the…

‘Lumbering Giant’ or Game-Changer?

In 2015, a year marked by unprecedented M&A activity in the technology industry, Hewlett Packard Enterprise (itself a spin-off) made headlines with its announcement of plans to spin-off its technology services operations and merge them with those of Computer Sciences. As then-Chief Executive Meg Whitman told it, the deal was…

Cybersecurity Branding: Five Key Imperatives for Success

Keeping the world safe from cybercrime is big business. In 2019, the cybersecurity market totaled $112 billion annually. By 2027, the market is expected to swell to more than $282 billion annually, an annual growth rate of over 12 percent, according to Fortune Business Insights. The reasons for this massive growth include the increasing prominence…

When Brands Collide: How to Ensure a Successful M&A Brand Merger

In 2018, there were more nearly 50,000 M&A transactions around the world. From tech to healthcare, consolidation is on the rise, and companies small and large are placing their bets on M&A activity as a strategic driver of growth. In this environment, it’s safe to assume that most B2B…

All Aboard: Building Consensus Around a Global Branding Strategy

Successful B2B brands are built from the inside out. A company’s own people are the living embodiment of the brand in a way that is rarely the case with consumer businesses. How a B2B company’s people act, speak and even think will be far more effective in communicating the brand’s promise than…