Across B2B, CMOs face the dual challenge of managing today’s marketing initiatives while planning tomorrow’s winning moves. It’s a constant balancing act, with new technologies, shifting markets and evolving customer expectations demanding urgent attention. It’s all too easy to get caught in the bubble of your role, organization or most pressing…
In today’s complex and even hostile investor environment, a company can no longer rely on performance and strategy alone to connect with investors. Companies with an engaging investor relations brand have the advantage of delivering focused, consistent messages that lead to more powerful connections with investors.
For those in search of the right relationship, messages from professional services firms can take on a familiar ring. “We are committed to meeting client needs.” “We have deep industry expertise.” “We have a culture of transparency and trust.” These statements may be true—in fact, it’s quite important that they are. But while…
As CMO, you’re accountable for translating every business evolution into growth. Whether it’s a merger or acquisition, an upcoming sale or IPO, a new ownership structure or any one of a dozen other transformative moments, you might well need a new B2B brand name to advance your new future.
Now what…
When companies acquire businesses or products, a range of B2B brand strategies can help them maximize the transaction’s value. Sometimes they choose to fully integrate an acquisition into an established brand portfolio, promoting cross-selling and other synergies. Other times, they keep the acquired brand a separate entity, as when a company’s reputation…
Among B2B brand assets, a tagline can be one of the most powerful at shaping perceptions of a company. A new one can be especially useful when the business wants to vault toward a new future after M&A activity or some other business transformation.
Google “how to write a great B2B tagline,” and…
Brand behavior defines how a business engages people in day-to-day interactions, bringing the company’s values, personality and promises to life for your customers, investors, partners and employees. It’s the brand strategy in action at the moment people make important decisions like whether to invest in the business, consider/buy its products…
Successful brands always forge deep connections with their intended audiences. They usually accomplish this by learning what prospective customers need, then building a brand that addresses those needs. But as one brand initiative supporting a new product reveals, sometimes the right brand doesn’t connect by focusing on what customers need. It connects—powerfully—by…
As B2B marketers know, there’s a big difference between a considered decision and an impulsive one when it comes to buying behavior. However, it’s a mistake to compare consumers and B2B purchasers in black and white terms, thinking of consumers as emotional and B2B buyers as logical. Human beings act on their feelings…
Brand positioning. It was a concept pioneered by branding legends Jack Trout and Al Ries in the 1960s. Today, it’s the essential foundation on which comprehensive B2B marketing plans are built—from digital engagement to advertising campaigns, from sales outreach to recruitment efforts, and from content strategy to customer journey mapping.
Brand positioning defines…
Hospitals today are investing billions of dollars: purchasing, acquiring, merging, integrating, upgrading, all with the goal of improving patient care at an affordable cost. But to get the most out of these investments – to connect with patients, healthcare professionals, and the communities they serve – hospitals must invest in, and leverage, one of their most important business assets: their brand.
For most companies, mission represents management’s view of what the company intends to achieve in the future, often expressing a higher-order benefit not only to customers but to society as a whole. In contrast, a brand is an intangible concept that helps people identify a company and associate it with a desired set…
When a company makes a major strategic pivot, such as M&A or entering a different category, leadership often ponders a new name, design language and messaging. These are all important considerations, but too often one of the most crucial underlying aspects of a customer’s experience is overlooked—the company’s brand architecture…
For technology companies, translating a sophisticated offering into an easy-to-grasp value proposition can be a major challenge. It’s even trickier when the business undergoes merger and acquisition activity and needs to integrate many entities into a single, coherent brand—while concisely communicating the unique qualities of all underlying solutions.
DeSantis Breindel client…
Technology brands operate in fiercely competitive markets where it’s essential to find ways to stand out and communicate unique value. That means a tech company’s logo and greater visual identity need to launch their brand storytelling on sight—signaling who they are, what makes them different, what kinds of promises they make and…
Even in 2023, a slower year for mergers and acquisitions, there were nearly 40,000 M&A transactions around the world. Across industries from tech to healthcare, consolidation remains an attractive strategy, and the leaders of companies large and small continue turning to M&A to drive growth.
It’s safe to assume…
During the discovery phase for our branding project with ICF, a global consulting firm, we did a lot of “typical” research: in-depth interviews with senior leaders in the organization, conversations with current and prospective clients, and an online, all-employee survey. We were getting a lot of good material: insights into the company culture…
2023 was a dynamic year for digital branding and marketing, with advances like generative AI making mainstream news headlines. What will next year bring? As UI and UX specialists in the fast-evolving world of B2B branding, there are digital trends we see surging and possibilities that excite us as we look toward 2024. …