Technology brands operate in fiercely competitive markets where it’s essential to find ways to stand out and communicate unique value. That means a tech company’s logo and greater visual identity need to launch their brand storytelling on sight—signaling who they are, what makes them different, what kinds of promises they make and…
Brand behavior defines how a brand engages stakeholders in day-to-day interactions and moments, bringing the company’s values, personality and promises to life for customers, investors, partners and/or employees. It’s the brand strategy in action at the moment people make important decisions like whether to invest in the business, consider/buy…
According to Harvard Business Review, the failure rate of mergers and acquisitions ranges from 70–90%. Many factors can contribute to the success or failure of companies being combined. But too often, brand is not championed or leveraged during these critical moments—even though it can provide clarity and inspire invaluable unity across essential stakeholders…
Technology has been a business game-changer at every level—revolutionizing customer experiences, enabling groundbreaking innovations and accelerating the speed of business. Technology giants are expanding their reach while companies with decidedly non-tech histories (like Maersk and even McDonald’s) have reinvented themselves to excel in the digital era.
As a result, B2B tech…
Your professional services brand is going digital with enhanced offerings. Congratulations! As you forge ahead into the future, don’t lose sight of the confidence and trust your customers and employees have in you. Believe it or not, a digital transition can dislodge these critical keystones in a heartbeat.
That lesson is at the center…
Have you enhanced your professional services model with digital components? Maybe you’ve incorporated an app, chat bot, and digital subscription covering your most basic services. You may feel like it’s a revolutionary transformation that your customers will be thrilled to know about and use. But it’s not that cut-and-dry.
There…
If you’re in the professional services space, you’ve no doubt felt the pressure to integrate digital components into what you offer. Even if you resisted “going digital” before, the cosmic ground shift of 2020 likely forced you to consider what elements of your services can be delivered in digital ways. How can what…
The cryptocurrency market, which was once considered inaccessible—or even suspect—is gradually finding its way into the mainstream of global commerce, thanks to consumer-friendly apps, celebrity endorsements, and viral trends. Cryptocurrencies are rapidly being integrated into traditional financial markets. In 2021 so far, venture capital firms have invested $17 billion in crypto projects…
When a company makes a major strategic pivot, such as M&A or entering a different category, leadership often ponders a new name, design language, and messaging. These are all important considerations, but too often one of the most crucial underlying aspects of a customer’s experience is overlooked—the company’s brand architecture…
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…
Now, more than ever, a B2B website is the front page of a brand. As many businesses shift their focus from the conferences and in-person events that have historically driven so much of B2B sales and engagement, they are considering how to better leverage their digital presence and connect with prospects in new ways…
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…
In 2015, a year marked by unprecedented M&A activity in the technology industry, Hewlett Packard Enterprise (itself a spin-off) made headlines with its announcement of plans to spin-off its technology services operations and merge them with those of Computer Sciences. As then-Chief Executive Meg Whitman told it, the deal was…
Keeping the world safe from cybercrime is big business. In 2019, the cybersecurity market totaled $112 billion annually. By 2027, the market is expected to swell to more than $282 billion annually, an annual growth rate of over 12 percent, according to Fortune Business Insights. The reasons for this massive growth include the increasing prominence…
A lot has been written about the ‘prolonged demise’ of Yahoo, which is still puttering along, despite its purchase by Verizon Media in 2017. The internet company has suffered a tumultuous and tiring 25-year identity crisis. This was perhaps most famously crystalized in the leaked “Peanut Butter Manifesto,”an internal memo from 2006 that…
Innovation. It’s been a recurring theme in almost every one of our conversations with B2B companies looking to refresh their brands. From the CMO to the CEO, B2B executives have been laser-focused on building brands that convey innovation.
When did this word become so ingrained in our lexicon? According to Google Ngram, the…
It’s a topic on the mind of every B2B marketer these days: customer experience, that elusive moving target. Specifically, how to meet customer expectations when, as a brand, you are competing against every (predominantly digital) interaction your customers have ever had.
For many B2B marketers, keeping up with customers, not competitors, has become their…
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…