Branding

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 […]

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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

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4 Initiatives Chief Marketing Officers Must Get Right In 2014

The pace of change is accelerating.  Last year, most Chief Marketing Officers faced the tasks of making significant changes to how marketing operates.  Soaking in one buzzword after another as they try to make sense of the changing world swirling around them.  While the whirlwind of change will continue, CMOs will begin to sharpen their

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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

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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

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New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.

The fanfare has been loud and non-stop.  Drums beating and reverberating throughout the B2B world to jump on board the content marketing train.  As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging.  These are proving to be powerful ways to communicate. There is

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