INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

Crowd Control: Three Ways to Crowdsource Without the Chaos

Transparency, engagement and conversation with customers: all are consistently championed by marketers, both business- and consumer-facing. So you might expect that crowdsourcing — seeking ideas, input or decisions from a large group of people — is an ideal way to involve customers and/or employees. But crowdsourcing can often backfire. To be sure crowdsourcing gives a…

B2Beat: How to Integrate AI Into Marketing

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

This month, how marketers can start integrating AI into their work, ideas for reinventing innovation, and intriguing predictions for the future of tech.
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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.

Archetype Series #1: Magicians, Heroes and Outlaws

A brand is much more than a logo or a tagline. It’s the cohesive combination of what the brand stands for, what it says and what it does. To truly come to life, a brand needs dimension beyond the 2D world of its verbal and visual identity; it needs to live in the everyday…

Build the Right Team for a Customer Experience Home Run

Brands that deliver powerful experiences do so with purpose. They build personas to understand their customers. They map customer journeys to visualize and consider all touch points, channels and moments in which a customer interacts with the brand. They create principles to guide and inform the experience they deliver. And they build the best team…

What to Do When “Innovation” is No Longer Innovative

Today, innovation is everywhere we look, and in this fast-paced and increasingly digital world, we don’t just embrace it – we expect it. Recognizing this, brands have jumped on the opportunity to signal to their audiences that they, too, are innovators. But when everyone’s talking about innovation, branding and messaging around it can…

What Do B2B Decision Makers Really Care About?

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

This month, a deep-dive into the values of B2B purchasers, quantifying the effectiveness of CX, and a look at the unexpected success of Amazon’s unlovely website design.
 

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When the Best Technology Isn’t Enough

When B2B technology companies seek branding help, it’s often for a similar reason: their formerly product-focused, sales-driven organization needs a brand that goes beyond what they do and tells a larger story that elevates their position in the market. This quest to minimize the role of products often raises doubts internally. More…

New Initiatives at DeSantis Breindel

At DeSantis Breindel, we’ve been working on a number of exciting initiatives, including expanded offerings to reach B2B audiences in engaging ways, and a new community for B2B marketing leaders.

Helping our clients create exceptional customer experiences

While we’ve always worked with clients to bring their brands to life through strategic customer interactions…

Should You Change the Company Name During a Rebrand?

The desire for a new name often comes as part of the rebranding process. When everything else is getting a refresh — a new brand strategy, updated messaging, a fresh design — the name is looked at with more scrutiny. It’s no surprise that many of our B2B branding clients consider a name change, either because…

B2Beat: The Blurring of B2C and B2B Marketing, and a Fresh Look at CSR

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

This month, how B2C and B2B marketing approaches are blurring, a fresh look at corporate social responsibility, and an inspiring list of the world’s most innovative companies.
 

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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 Services 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…