Branding & Marketing Articles

Social Media For B2B Firms

Social media is the new “in” thing. Everybody seems to be clamoring for a slice of that newly baked pie. But is it just a fad or is it an enduring trend? Signs point to trend. This spells opportunity for firms of any stripes.

Tiger Woods Is Back And Advertisers Cheer

The Masters Golf Tournament officially gets underway today. Tiger Woods is back from his recovery from knee surgery and Woods' sponsors and advertisers could not be happier. Sponsors will be counting their blessings as Tiger rounds "Amen Corner".

Update Your Website And Increase Sales

Once you have initiated strategies to drive traffic to your website through SEO, PPC, social media, and other online and offline communication tools, you must do the following to update your website and increase sales.

B2B Recession Survey Update 2009

In a compilation of recent surveys on testing the marketing environment for 2009, we found the following survey results.

Best Global Brands And Recession - Suggestions For Brand Evaluation

Business Week's 100 Best Global Brands are a reflection of the global economy. The increasing complexities reinforce the importance of protecting and growing a brand. It is a company's most valuable asset - and a far less volatile asset than others during a time of economic uncertainty.

Brand Positioning - Thinking About The Customer

In a round table discussion, marketing executives discuss the role of brand positioning, challenges that arise in positioning and when it's a time to reposition or re-launch products, and how brand positioning may differ in global markets.

Employee Loyalty is Brand Loyalty

The most important delivery of your company’s brand to your customers and prospects is your employees. The number one reason a person will change vendors is the interaction he/she has with the personnel of your company. If your employees are not strong advocates for what your company stands for, your company is in jeopardy of losing business.

What Does Your Gut Say About Your Brand?

B2B marketers who understand the concept of branding will fare much better than their competitors. What is a brand? Think of a brand as the gut feeling about a service, product, or company.

Branding In A Recession

Current economic conditions are trying, and to more recent generations of company managers may seem unique. However, downturns have been experienced before and there are tremendous lessons to be learned from previous recessions. This paper concentrates on the need to pinpoint brands as potentially the most resilient assets a company can own. Such assets have in the past sustained companies in adversity; and all the evidence suggests that, if they are well-managed, they can continue to do so, now and in the future.

How A Brand Strategy Is Born

While speaking to a group of CEOs recently, we asked how many of them share their business plans with their advertising agencies. Only a small number raised their hands. It’s not surprising. It seems agencies and clients are equally at fault for this “separate camps” mentality. The important strategic business stuff never leaves the corporate office, and agencies tend to get caught up in the creative execution of assignments to promote sales. The result is that businesses seldom see their agencies as valued strategic partners.