INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

Demystifying the Brand Naming Process

Perhaps it goes without saying, but brand naming is important. A name is the public’s introduction to your brand; it’s the first word in its story. Although a name can’t do everything,it is your company’s first and fastest chance to communicate one or two vital messages about your products and…

The Good, the Bad, and the Ugly: Reckoning with B2B Brand Research

It’s no secret that the most successful branding projects are soundly based in research. Quantitative and qualitative, employee and customer, internal and competitive—for strategists, research provides a comprehensive understanding of stakeholder’s perceptions of their client.

Identifying a company’s mission and competitive strengths is a huge part of brand research. Strengths and…

The Right Time for a Bold New Brand

It’s not always easy to figure out when a new brand direction is needed. For many companies, the brand they build in the early stages of their business can often stay in place for years – long after the organization has evolved beyond its original offering and strategy. Which means that, down the line, they…

What’s Branding Got to Do With M&A’s?

Let’s play a branding game. Consider the following M&A scenarios:

A global leader in payments technology makes more than 25 acquisitions on five continents to drive growth and innovation against emerging tech upstarts.
A major investment firm completes series of acquisitions to fortify its strongly stalwart parent brand with scrappier, more risk…

Embracing Your Audience for Award-Winning Branding Results 

At heart, a lot of brand marketing is about recognizing patterns. Strategists note the associations clients have with brands, and we see correlations between behaviors and outcomes.

So when four DeSantis Breindel brands were honored at the annual Transform Awards, we weren’t content to rest on our laurels. Instead, we wanted to know what…

Help! Why is My Website Losing Traffic?

It’s every digital marketer’s nightmare: You open up Google Analytics and see your website’s traffic has taken a sharp downturn. Is the website broken? Did a competitor invest heavily in paid search results? Worse, is your brand losing relevance?

We’ve got good news and bad news. The good: a precipitous decline…

Merging Equal B2B Brands: Birth Name, Married Name, or New Name?

It’s a common question for newlyweds. Do they each keep their birth names, opt to use one name, or hyphenate? When B2B brands marry, however, the name game gets really tricky.
It’s even more acute when the merging enterprises occupy the same business segment and are merging equals. Sometimes it’s relatively simple…

Six Reasons Why Private Equity Should Focus on Branding

Branding is an overlooked operational element when evaluating a target company and maximizing performance of a portfolio company. Yet it harbors the most leverage in optimizing marketing and sales, growing market share and increasing retention, and commanding price premiums.

Here’s why a focus on branding is crucial:
1.  Strong branding increases profitability
A company…

Status Quo, Meet Disruptive Branding

“Disruption” is more than just a business buzzword or a marketing trend. For many organizations, it has become a true strategic mindset. Companies jostling in crowded markets, as well as start-ups entering slow-moving industries, are searching for the fresh idea or novel business model that will shake up the status quo — and help…

Building a Modern B2B Brand

B2B buyers are more sophisticated than ever. They have access to a wealth of information about every solution to every challenge their business may be facing. Many technology solutions make switching vendors simple — if not entirely painless. Strategically minded and budget-conscious, prospects are juggling decision criteria and competing interests in ever-changing ways. 

For…

Collaborating with a Brand Strategy Agency

Successful brands start with honest self-assessment — which may be hard to come by in a large company or an entrenched corporate culture. Enlisting the aid of an outside brand strategist can help, providing a clear-eyed window into the company’s strengths and weaknesses and offering agnostic, professional solutions.

But as in any relationship…

How to Build B2B Brand Awareness

Each year, agencies and research firms publish the rankings of the world’s most valuable brands. More than an ego boost for the listed brands’ marketers, these valuations are important intangible assets, and they become especially pertinent during M&A activity. In fact, a study from Houlihan Lokey showed that among its sample, 70…

B2B Content Marketing Strategies: Buzzworthy, Not Boring

Content is king. Content is the new creative. Both true, but this is old news. It’s long been common knowledge that in a crowded, advertisement-saturated environment, content marketing gives companies an opportunity to stand out by providing compelling information or entertainment rather than additional clutter. Best-in-class B2C examples include Netflix’s…

No Surprises: Five Tips for Sticking to Your Branding Timeline

Every branding engagement starts with a determination to stick to the schedule and meet every deadline. But many branding timelines go awry, leading to frustration and delays.

Most often, branding timelines are stalled by scheduling logjams, internal indecision, or last-minute executive bombshells. And delays can be costly. Not only do they represent missed marketing…

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…