Brand Cohesion

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…

B2B Brand Voice in the Age of the Emoji

Exclamation points. Trending lingo. Emoji. When it comes to B2B brand voice, these may not be the first things that come to mind, but with the explosion of digital content and the increasing importance of social media in the B2B buying cycle, that’s rapidly changing. Many B2B companies are beginning to sound more and…

Why Focus is So Important for Building Brands (and Businesses)

Every morning before my coffee hits and my mood improves, I shuffle onto a crowded, Manhattan-bound L train. More often than not, at least one of my fellow passengers is an ad from ConEd bearing its campaign line cum tag line “Everything Matters.” And every time I see “Everything Matters” plastered next to a…

The Curious Case of Yahoo’s (Missing) Identity

A lot has been written about the ‘prolonged demise’ of Yahoo. In short, the internet company has suffered a tumultuous and tiring 22-year identity crisis. This was perhaps most famously crystalized in the leaked “Peanut Butter Manifesto,”an internal memo from 2006 that criticized the company for spreading itself too thin.

“If you’re…

‘Lumbering Giant’ or Game-Changer?

In a year marked by unprecedented M&A activity in the technology industry, Hewlett Packard Enterprise (once again) made headlines last week with its announcement of plans to spin-off its technology services operations and merge them with those of Computer Sciences.
Change is Never Easy
As Chief Executive Meg Whitman tells it, the…

Navigating Disruption in Financial Services: How Brand Can Help

Depending on your outlook, the financial services industry is either an incredibly scary or extremely exciting place to be right now. More than any other industry, financial services companies are facing a paradigm shift brought on by the perfect storm of digitalization, increased regulatory scrutiny and changing demographic profiles and preferences of both clients and…

Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing hands-on, high-touch, over-the-top customer service. Branding around this level of service was a no-brainer, right? Well, maybe not. The company was preparing to go public. High-touch service is a…

Selling a New Brand to the Sales Force

The toughest audience for your new brand may not be your long-time clients or future prospects. It may be your own sales force. Sales professionals can be a cynical lot. In many companies, the prevailing attitude is: Just give me a generous travel and entertainment budget, a few spec sheets, and lead-gen support…

Have You Outgrown Your Acronym?

“What Does It Stand For?”
This was the question that plagued our client, a global consulting firm that had recently completed a series of transformational acquisitions. It was a question employees received anytime they met a new prospect or told someone where they worked. The company’s name was an acronym that stemmed from the…

Identity Issues: Why Brand Can’t Be Ignored During Corporate Break-Ups

Wall Street is buzzing with the recent announcement that Dow Chemical and DuPont have agreed to merge. The deal fuses two of the oldest companies in the US into a chemical behemoth that will likely reshape the chemical and agricultural industries. In a restructuring twist, the companies have said they will ultimately split into three…

Amid Rapid Consolidation, Has Health Care Lost Its Human Touch?

Today, Pfizer and Allergan announced plans to merge, creating the world’s biggest drug maker by sales and adding to the growing list of inversion deals: American companies moving to a foreign country to take advantage of lower corporate tax rates. That this merger would be the largest inversion ever is fitting at the tail…

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…

Brand Behavior: Does Your Company Walk the Walk?

Picture this. You’re sitting at your desk flipping through a small stack of mail. Most of it is publications, but there are a few direct mail letters, and one is from a bank. You recognize the name: they’ve just bought your business bank and you pass the building with the new, prominently displayed…

Envisioning Your Brand: Unlocking the Power of Visual Cues

The ironic thing about your brand’s image is that you can’t actually see it. Image as it relates to your brand is a metaphor, an idea meant to conjure up the assured sense of truth that comes with witnessing something concrete (and hopefully positive) with your own eyes. Your customers can’t see loyalty, trust, or any other quality, but an effective brand strategy can help them make the connection. First though, you’ll need to learn to see these qualities yourself.

Beyond Colors and Fonts: Developing and Launching a Successful Literature System

As a company grows, its communication needs become more intricate. There’s the sales team, which needs a variety of sell sheets, updatable on the fly yet coordinated and professional looking. Human Resources plans to develop a recruitment packet for college job fairs. Customer Support needs product literature with detailed specs featuring lots of tables…

Color Series: The Proportional Color Palette

The visual aspects of a brand are what creates the overall “brand identity,” a way for audiences to create perceptions about your brand based on the consistency of images, language, font, design, and of course, colors. Color plays a crucial role in both the creation of an identity and a logo as it creates consistency…

Building a Cohesive Technology Brand in a Decentralized B2B Buying Environment

In this post, we examine the third principle of branding technology firms, in our on-going series adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.

The proliferation of all things digital has transformed technology from a nice-to-have to a must-have for consumers…