In order to create an effective brand one must first understand what said brand needs to achieve. B2B and B2C brands have their own distinct functions, are created through different methodologies and follow different trains of thought.
Brands, like everything in life, age. Some of them age gracefully (think Jennifer Aniston)… others not so much (think Mickey Rourke). Some brands remain relevant for what seems like an eternity and others change almost on yearly basis.
QuoteSearcher’s old identity did not accurately represent their service and core attributes. In addition, their service had evolved into something more sophisticated that their brand needed to represent.
A logo is certainly an integral part of a brand, but a logo on its own is far from being one. A brand is so much more.
I will be very honest, I rarely used to open any email sent to me as part of a marketing campaign. I perceived them as a nuisance at best. But I must admit that in the past few years, I have changed my mind.
I couldn’t help but think of an impending project of mine involving rebranding a city. And while the project proposal was well on the way at this point and I was very pleased with the results, it made me reconsider what makes for successful city branding.
There are also some important differences and basic principles that as marketeers we need to recognise and understand if we are to ensure that our B2B customers are getting true value for their advertising pound.
To say the least, I am not gardening inclined; the idea of having a garden was much nicer than the reality of having one. The wisteria was everywhere and the flower beds were in a sorry state.
Customer experience (CX) has always played a major role in B2C marketing; so why is it that in a B2B scenario, CX is only now taking centre stage, and what are the implications for businesses?
There is a big difference between a great product and a great brand. Let me explain.
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