Saying goodbye to 2018 and welcoming 2019 is a good time for a fresh start. This typically involves new year’s resolutions or new goals, but it can also include a rebrand. The onset of the new year is the perfect time to give your brand a refresh.
In today's crowded and commoditized business landscape, B2B marketers are becoming more customer-centric and ramping up their branding efforts. A brand-building imperative has always been to create an emotional connection with consumers. However, focusing on business value to differentiate their brands assumes customers make purely rational decisions. Is this assumption correct? Does emotion actually play a role?
Over the past few decades, branding has evolved to so much more than just a logo, a color palette, or a successful advertising campaign. Today, Bottom of Formbranding is built on every interaction between a customer and a business, both in-person and online. These interactions put brands that are striving for more tech-driven interactions actions in a unique position, opening up many more opportunities to create a perception with audiences, whether positive or negative.