Blog: brand

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.

There is a big difference between a great product and a great brand. Let me explain.

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...