5 Benefits of Building and Maintaining A Strong Corporate Brand

Posted by Carolyn Crafts on February 17, 2020

Companies can no longer rely on product/service differentiation strategies as their mainstay for a sustainable competitive advantage. This is due in part to the increasing sophistication of consumers who now take into consideration the social, environmental, and ethical make-up of the goods and services they select both as individuals and as corporations. 

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Topics: B2B Brand Strategy, Corporate Branding

Why Getting Emotional with Customers Differentiates Your B2B Brand

Posted by Mitch Duckler on December 17, 2018

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?

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Topics: B2B Brand Strategy, Brand Strategy Consulting, Brand Differentiation

The Value of Influencers in B2B Brand Marketing

Posted by Mitch Duckler on June 05, 2018

The advent of the internet has had a seismic impact on b2b sales and marketing, dramatically changing the buyer’s journey. Gone are the days when sales executives directed the buying process, determining what information was presented to audiences, when and how. Today’s buyer is in control of their journey.

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Topics: Customer Behavior, Marketing Strategy, B2B Brand Strategy

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