Industry Research

Fueling Brand Value by Finding an Emotional Sweet Spot

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 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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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…

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…

Brand Influence Guide: Asset Management

Branding and Asset Management: Research Findings from desantisbreindel
How effective are asset managers in communicating a differentiated value proposition? What are the key drivers of the asset management brand? And what are the most effective channels for connecting with key audiences? These are some of the questions we set out to answer in the Brand…

Brand Influence Guide: Management Consulting

What Is the Role of Brand in Management Consulting? Research Highlights from Industry Study from desantisbreindel
In recent years, management consulting firms have continued to broaden the scope of their offering, often through acquisitions, to meet the increasing demand for technology, digitization and implementation vs. traditional strategy consulting services. In partnership with the Association of…

Brand Influence Guide: Venture Capital

Branding and Venture Capital: Key Findings from BIG:VC from desantisbreindel
In partnership with the National Venture Capital Association, the Brand Influence Guide for Venture Capital (BIG:VC) explores the importance of brand management in the VC industry. For BIG:VC, we surveyed venture capitalists, startup CEOs and limited partners from the NVCA and the…