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.
Let’s begin with the basics: They speak about two different things, address different audiences and most of the time, have different goals.
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. Some brands resist brutal external forces such as mergers, market changes, bad publicity or vicious legal battles while others change proactively as part of a growth path, as a way to penetrate a new market or reach a different demographic group.
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. Because of my own personal approach to these emails, I was sceptical as to their efficiency. I perceived them as a nuisance at best. But I will admit, I 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 make me reconsider what makes for successful city rebranding.
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 falue 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.
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.