Rebrand or brand re-fresh? One is strategic, related to a new vision for your business and includes every aspect of your organization. The other, more tactical, is what people see from your company like a new look, colours, or messaging. In this blog post we will look at when and why a B2B company should […]
Integrated marketing is key. Deploying a mashup of the best old school and leading edge digital techniques — that are right for your business — leads to better results for your investment. Reaching new customers requires synchronized tactics across relevant and targeted platforms. Here are 5 reasons to have an integrated marketing plan: Fragmentation of […]
A guest post by Derek Singleton, analyst at Austin-based company Software Advice. To read the original article, visit The B2B Marketing Mentor at: 4 Ways B2B Companies Can Consumerize Their Marketing. You can reach Derek at derek@softwareadvice.com. The lines between the business and consumer worlds are blurring. In the technology world, this manifests itself in […]
As part of my regular routine, I read articles and blogs to ensure I am on top of the things happening and shaping the business world I operate in. Recently I ran across the findings of a CEO survey over at Marketing Charts where the results indicated that a high proportion of CEO’s have a […]
Mitch Baranowski wrote a fantastic piece on Fast Company’s CoExist site about the importance of ensuring brand relevance. Listen up! Branding is not a tactical free-for-all anymore! Companies are paying much more attention to their brand culture and their brand perception these days because there are many more instantaneous customer touch-points than there have ever […]
All too often, companies ponder if it’s worth it to invest in marketing activities such as branding. There is a misconception of that task to begin with, but for the sake of making this post short-ish, let’s assume business owners know that branding is more than having a “cool” logo and tagline. The misconception is […]
Most agencies feel that B2B sector creative has to be boring and academic. But why? I have been looking around at the majority of B2B marketing and I feel that it’s time to raise the bar. It’s typically strictly informational and not very sexy at all. I think it’s time to make B2B sexy too. […]
A few days ago I saw an old TV commercial for Tim Hortons steeped tea. While the commercial was somewhat amusing, what struck me was that the team that made the spot nailed a very important element, which made it relevant and effective: INSIGHT.
