INSIGHTS

Fresh thinking on B2B brand positioning and marketing strategy.

Breaking Out of the Bubble with B2B Marketing Conferences

It’s all too easy for CMOs and other marketing leaders to get trapped in the bubble of their role, team, company, or industry. With jam-packed home and work schedules, there may be little time for education, networking, or brainstorming. It’s a paradox of the modern workplace — while we hear a lot about…

Got the Message? Creating Consistency in Professional Services Branding

While a comprehensive verbal and visual system forms the foundation of a brand, it’s only the beginning of executing an effective branding strategy. To be successful, a brand needs to be expressed consistently across all internal and external touchpoints. Consistency is critical to establish a well-defined brand and eliminate confusion in the marketplace…

Brand Storytelling: Why It Works to Boost Marketing Impact

A tale as old as time
From early humans drawing pictures on walls to parents telling bedtime tales; from ancient civilizations that invented myths to modern creators who create sagas on the screen and plots on the page — storytelling is a tradition as old as humanity. Today, it’s also one of the most popular…

Post-Merger Branding: Why Good on Paper is not Good Enough

Mergers and acquisitions are most often viewed from a financial perspective. However, as brand strategists, we have seen firsthand that success often relies on less tangible factors.  The “fit” may look great on paper, but achieving that promise requires more than a rationalized product portfolio. Success requires a rationalized workforce that understands the how’s…

OneSpan: Using B2B Brand Architecture to Signal a New Path

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…

Archetype Series #3: The Ruler, the Caregiver and the Creator

In the second post of our archetype series, we looked at how a brand team can successfully identify which archetype their brand is and why. Once they’ve aligned around the role the brand plays in its customers’ lives, that information will serve as a guide as they develop brand strategy and express it through…

Great Expectations: Why Customer Experience Should be Brand-Driven, Not Technology-Driven

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…

How to Build a B2B Technology Brand That Resonates with the C-suite

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…

The Top 6 Things on B2B CMOs’ Minds This Year

Learning from one another’s experiences can really help B2B CMOs to flourish. This is what motivated us to create Huddle, an annual, invitation-only community of B2B marketing leaders that addresses their most pressing issues while empowering them with stories of peer success. The event is moderated by DeSantis Breindel and headlined by an…

How Can a Corporate Brand Minimize ‘Key Man’ Risk?

Much has been written about ‘key man’ risk — the danger for corporations that rely on one or a few individuals — and its impact on business value. Fashion firms with a celebrity designer, for example, or asset management firms with a star investment manager, are particularly vulnerable. Yet, even large, global firms can be exposed.

In…

Brand Naming: An Art and a Science

“What’s in a name?” It’s not just William Shakespeare who wants to know. Companies have been pondering this question for years, trying to crack the code for the perfect name to gain recognition — and help their products sell. That’s because a name carries real weight. Brand naming has the power to reinvigorate…

Technology Brand Colors: Red, Bright, and Blue

As strategists and designers, we are always curious about the use of color in culture and business. Recently, we took a look at brand colors in the top 100 technology firms. While the range of colors and combinations is varied, we noted a few intriguing themes.
For tech company colors, blue is always true
Not…

The Best Ways to Build Brand Affinity

From the movies we watch to the friendships we develop, loyalty is a quality that plays out in culture, life, and, of course, business. In a crowded marketplace, brand loyalty is something that many companies strive to cultivate among their customers. But what if these organizations could take the concept of brand loyalty even further…

The Dangerous Myth of the Rational B2B Buyer

As B2B marketers know, when it comes to customer buying behavior, there’s a big difference between a considered decision and an impulsive one. However, the difference in the mindset of the business buyer compared to the consumer is not necessarily as black and white as rational versus emotional. This is a common misconception. Though…

The Language of CSR: What Your Words Say About Your Company

The playwright Tom Stoppard once said, “Words are sacred… if you get the right ones in the right order, you can nudge the world a little…” We took a look the annual corporate social responsibility (CSR) reports of several top B2B companies in an effort to observe trends and common practices, and we couldn’t…

Beyond Math: Why the Lowest Common Denominator Applies to Advertising

The lowest common denominator (LCD) can be defined as “the broadest or most widely applicable requirement or circumstance.” It’s often difficult to acknowledge, but LCD can be a valuable tool for marketers when selecting what format their online advertisements should take. Larger ad sizes allow for more images and more text for the viewer…

Aligning Brand and Culture: Where Should a Company Begin?

It’s the classic chicken or egg question — which element comes first when aligning brand and culture? Leadership teams often ask us this question during transformation initiatives. While there is no one-size-fits-all answer, there are three critical questions that any leadership team must answer to understand how to begin optimizing the relationship…