B2B Brand Differentiation

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…

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…

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.
 

Like what you read? Be sure to sign up for our…

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…

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…

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…

How to Differentiate Your Brand in a Sea of Me-Too Competitors

Everyone in branding relishes that aha moment when research reveals a point of difference from which a compelling and differentiated brand can be built. It’s the discovery of something unique that the company or product can confidently claim as its own. But what if such a difference doesn’t exist? What if a company…

Staking New Territory in Association Branding

Securing internal buy-in is one of the most difficult, and necessary, parts of any branding project. And, as more and more areas of the organization realize the importance and implications of brand, more and more stakeholders’ sign-offs are becoming necessary before a new positioning is embraced.

We’re used to this increased decision…

Professional Services Branding Goes Beyond

In professional services, people are the brand. If consultants, accountants and attorneys don’t walk, talk and think their firm’s brand, the brand may never amount to more than a catchy tagline or an attractive logo. But professionals are a tough audience to convert to brand ambassadors. They work long hours, often billing for…

The Many Colors of Branding Success

Every year, Fortune ranks the world’s top companies across a range of criteria. Looking at the classic Fortune 100, the more recent list of Unicorns (private startups that are valued at $1 billion or more), and other lists, we were curious to see how color was used in the brand identities of these successful…

What Do Mount Everest and Carl Jung Have to Do With Branding a Professional Services Firm?

While conducting research for our branding project with ICF, a global consulting firm, we did a lot of “typical” research: in-depth interviews with senior leaders in the organization, conversations with current and prospective clients, and an online, all-employee survey. We were getting a lot of good material – insight into the company culture, perspectives…

Building a Healthcare Technology Brand Experience Online

When we conducted external interviews as part of our work developing the Zelis Healthcare brand, one thing became clear: the healthcare payer and healthcare provider clients who worked with Zelis were obsessed. Not with the healthcare payments technology that got doctors and other providers paid more quickly. Not with the healthcare-claims integrity services that…

Keeping it Real: The Emergence of Authenticity in Design

In the past few years, we’ve seen “authenticity” emerge as a theme in branding and design; this year, it has exponentially increased in importance and value. That’s understandable: in a world where “fake” news can dominate the political conversation and Instagram stars turn out to be imposters, consumers have become increasingly cynical.

A…

Audio Whitepaper: Technology Branding

A brand is a brand is a brand. And then there are technology brands. While other industries face new competitors, technology companies face disruptors – companies that completely alter the competitive landscape and threaten the very survival of legacy players.

Technology companies that embrace their brand as an articulation of the promise that they deliver through…

Fonts Matter

Dear Google, Apple, Adobe and Microsoft,
You may not know me, but I was created with great care and purpose. Every image, hue and letter. I am special. I have meaning.

I live in hearts and minds, in words and actions, in websites and ad campaigns and brochures. But mostly frequently, I live in Word…