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De-commodifying Your Brand Asset

I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. The people who make these arguments are leaving money on the table – maybe lots of money. Every B2C operation knows the benefits of branding. Every box on the cereal aisle gets designed and redesigned in a constant battle to win the attention of the shopper as she wheels her cart on by. They only have a moment to capture her eye and earn her notice. Their branding has barely a nanosecond to do its thing. By contrast, the B2B sales cycle can drag on for months or years. There are multiple decision makers across various silos. Branding has plenty of time, and plenty of people, to influence. The firm that brands its offerings has a leg up on its competition because, over all that time, it’s shaping its buyers’ perception of the brand in a positive way. Branding is much more influential in B2B than in B2C precisely because so few B2B firms invest in it. Boardwalk proved that when we worked with a software development firm.

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Topics: Positioning, Branding

Best Holiday Wishes To You

(No blog post this week.

May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, healthy and prosperous New Year.

Read on for some fun branding links.

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Topics: Branding

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Best Branding Reads
Week of February 11, 2019

The new rules of political design
These are the trends, yes. But are they WINNING trends?

Innovation? It Needs to Be Woven Into Every Aspect of Your Company's Culture
As we promise here at Boardwalk: A kick in the pants is our first deliverable.

Consumers Believe Brands Can Help Solve Societal Ills
What’s more, they tend to disbelieve that governments can help.

How Employee Trust Leads To Trusted Brands
More evidence that consumers will turn to brands for help before governments.

From biting the wax tadpole to rushing towards death, why it's important to get your Chinese name right
Chinese names for western businesses are vitally important and difficult to establish

How Florence Knoll helped America sell the world on capitalism
A much-too-late acknowledgment of an under-appreciated woman, designer and business leader

McDonald’s loses Big Mac trademark fight
There’s no evidence that McD has used the term: “Big Mac”? Are you kidding me?!

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