INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

Got the Message? Creating Consistency in Professional Services Branding

While a comprehensive verbal and visual system forms the foundation of a brand, it’s only the beginning of executing an effective branding strategy. To be successful, a brand needs to be expressed consistently across all internal and external touchpoints. Consistency is critical to establish a well-defined brand and eliminate confusion in the marketplace…

Brand Strategy: From Tangibles to Intangibles

A competitive review is an important part of any brand strategy initiative. It helps answer questions critical to a successful branding effort: How are competitors positioning themselves? What are the messages that consistently rise to the top? What is the white space that can be “owned” by a brand?

For dataxu, a client in the…

B2Beat: How the CMO Can Guide Marketing to the Next Breakthrough

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

This month, the CMO as creative accelerator, and some compelling reasons to keep your words short and sweet.
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Sponge, Squirrel…

How to Build a B2B Technology Brand That Resonates with the C-suite

SailPoint, a worldwide industry leader in identity and access management, had succeeded in winning over technical buyers with its superior products. But it struggled to connect with the C-suite and business executives who were becoming increasingly involved in security and IT purchase decisions— and who did not prioritize identity management as a critical IT…

Archetype Series #2: The Sage, the Explorer and the Innocent

As we noted in the first post of this series, brands are similar to people — they’re driven by unique personalities that help create their identities. To help our clients tap into their own archetypes, we’ve developed an interactive exercise that guides them through an exploration of nine Jungian archetypes. We challenge workshop participants…

Taking a Financial Brand from Legendary to Contemporary

Can a legendary brand be a bad thing? That was the question facing Guggenheim Partners when it set out to evaluate its long-standing brand.

A global investment and advisory firm with more than $305 billion in assets under management, Guggenheim had grown rapidly in recent years, but its legacy dates back more than a…

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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