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.
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.
Why is it that consumer goods seem to gain traction with such ease on social media? What makes us perceive these campaigns as more successful and creative?
What makes a good pitch? Having been in this business for more than 20 years I can safely say that, as with so many things in the universe of marketing and design, there is no one recipe to guarantee perfect results.
At a dinner party recently, someone not involved with the marketing world asked me an interesting question: How do you find new clients?
One statistic that leapt out to me from the Content Marketing Report 2015 was that only 16% of B2B marketers were “personalizing” their content. This is not a failing. I think most of that remaining 84% are absolutely right not to do so…
The Content Marketing Report 2015 published by B2B Marketing is an excellent resource. But while it is informative, beautifully produced and useful, it is also confusing. Let me explain why, and clear up the confusion...
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