B2B Branding Insights

Fresh ideas and best practices from our team of B2B branding specialists

Why Companies Are Turning Back To B2B Messaging

In the last 10 years, marketing has been an ongoing struggle to keep up with the Joneses. Something like this: CEO: "Margaret! I just heard that [Competitor's Name] just got a 'Tweeter'! What are we doing? Why don't we have one?" Margaret: "Yes sir, we'll get a...

B2B Brand Identity Insights From B2C

Your B2B brand identity exists in the market's mind. It has nothing to do with what you think or believe. It’s how the market perceives your company or your product. Rolex vs. Timex Borrowing from the consumer world, let’s consider two watch brands: a Rolex and a...

4 Tips for Getting the Most from a B2B Trade Show

A B2B trade show offers a valuable opportunity to meet your target customers and prospects face-to-face. Your audience is there, right before your eyes, seeking information about products and services geared toward their industry. To make the most of a trade show, you...

7 Things to Include in Your B2B Messaging Platform

Have you ever heard of "whisper down the lane"? It involves a group of people whispering a message from one person to another until the last player announces it to the entire group. As you can imagine, the messages the first and last person heard are usually quite...

3 Reasons to Consider a Full-Service B2B Agency

Never before have B2B marketers had so many choices when it comes to marketing. Digital marketing tactics have made it possible to do many things in-house — such as social media, press releases and more. For marketers looking to improve singular tactics, there is a...

Control Yourself: Why B2B Branding Matters

Whether you are a start-up business or a long-established company, B2B branding is a vital part of your marketing strategy. Yet, it is often neglected because it’s a concept that can be tricky to wrap your head around. What is B2B Branding? Your brand is more than...

Does Your Website Follow These 6 Web Design Trends of 2016?

As web technology continues to evolve, so does B2B website design trends. Here are the up-and-coming trends of 2016 to help you keep your website fresh and engaging. How many of these web design trends does your website follow? 1. Material design continues to grow...

Unique Selling Proposition – A Little Dab’ll Do Ya

If you keep your mind open to it, marketing lessons can come when you least expect them. Here’s my most recent example… I was at a client meeting, and it was my turn to write on the white board. As I walked to the front of the room, my client tossed me the bottle of...

What a Brand Is – and Is Not

Brands disappear every year. Some of them are good, but most of them are not. Some are memorable — E.F. Hutton, General Foods, RCA — while others not so much. Anyone who grew up in the Philadelphia area, as I did, will remember long-gone company brands like Lit...

Content Marketing is Key to B2B Branding

Call it publicity, self-publishing or content marketing — the result is the same. Quality branded content reigns supreme across the digital platform, and marketers spend about a quarter of their budget on its development. Effective marketers spend 30 percent of their...

Be Willing to Brand to a Niche

I read this interesting bit in a publishing industry newsletter called Wooden Horse (you can follow them on Twitter here: twitter.com/WoodenHorsePub). There's a new wine enthusiast magazine launching. FINE EXCLUSIVE is a new magazine about the world's most up-to-date...

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