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…
DeSantis Breindel recently met with Forrester as part of Huddle — an intimate community of B2B marketing leaders who come together to connect, collaborate, and learn from each other and from outside experts. Forrester researchers and branding experts shared some of their latest CMO research about human-centered branding and B2B customer obsession. Here are key…
What’s a talk trigger, and how can a company use one to strengthen its brand and drive business? Jay Baer and Daniel Lemin, co-authors and marketing experts, tackle this phenomenon in their aptly-titled book Talk Triggers, which demonstrates the importance of word-of-mouth marketing through a diverse collection of case studies…
In today’s content-driven B2B marketing landscape, a compelling, user-centric content strategy can be a brand’s most powerful tool for connecting with prospects and clients. To be truly effective, a content strategy must be based on a clear understanding of and alignment to specific customer needs and consumption preferences throughout their decision…
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…
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…
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 newsletter…
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…
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…
Today, in the United States, red can represent anything from stop signs, fire trucks, blood, passion, danger and even Coca-Cola and Netflix. Color is deep-rooted in society, and meanings change over time, depending greatly on culture.
Consider the fact, for example, that in the European Union, Australia, New Zealand, South Korea and China…
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…
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…
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…
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…
It’s not easy being a market leader, or even an established player, these days. Once upon a time, if you had a dominant market position you could count on holding the lead for years, if not decades. Pesky start-ups might nip at your heels, but it would be years until they had the…
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…
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…