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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Brand Equity

4 Steps To A Compelling B2B Brand Story

One of my favorite authors is David McCullough.  His award winning books, some winning the Pulitzer Prize, have included 1776, John Adams, Truman, and The Greater Journey.  He has become an American treasure and true master at historical storytelling.  David McCullough is one of America’s most revered authors and historians.  Captivating millions of readers across the globe. What has made David McCullough special is his meticulous research and narrative storytelling.  Going at great lengths, taking years, to research historical events as well as to interview people who were there.   Combing through and reading stacks of letters.  As well as finding…

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Tony
Article by Tony Zambito

Why B2B Should Invest In Branding (And What Happens When You Do Not)

When the financial crisis hit in 2008, a certain word went missing in business.  And, another word became all too powerful.  The word, invest, and the inertia behind it lost traction in B2B business.  Rocked by the financial crisis, many plans were shelved.  Collecting dust.  The word, cut, became dominant in business vocabulary. A few short years later, B2B business leaders in the C-Suite are waking up from this slumber of cost cutting and extreme focused on tactics.  For some, it was a matter of necessity in order to survive.  Having to resort to the proverbial cut their losses and…

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Tony
Article by Tony Zambito

CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name implies – all about marketing the product.  If this is the central premise of your marketing plan for 2014, time to go back to the drawing board before it is too late. New Differentiation Decade after decade, marketing and sales focused on touting the superiority…

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Tony
Article by Tony Zambito

CMO 2014: 4 Steps To Rediscovering B2B Brand Equity

Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders.  It is one of the most elusive trophies to grab in the world of B2B.  Once achieved, there are tremendous advantages.  Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud din of digital media. The art of building brand equity may have been lost in the digital shuffle taking place in the B2B space the past few years.  It is an art companies can ill-afford to lose.  With more options available to buyers today, loyalty…

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Tony
Article by Tony Zambito
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