Tag Archives: Brand

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
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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
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Are Buyer Perceptions What You Think They Are?

The business world is filled with proclamations.  Usually these proclamations have to do with how businesses describe themselves.  The word “leading” is often used.  You have seen many of them.  Companies often describe themselves as the “leading provider” of something.  Do buyers see them in the same way? Going To Market Going to market today is a harder than ever before.  Plenty of time, resources, and energy are spent to devise strategies, game plans, and tactics to win in the marketplace.  If we were to do a reflective look back on why some succeeded or failed in their efforts, buyer…

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Tony
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