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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: Branding, Positioning

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

Sign up – Brandtalk

Join Kevin Walker for a discussion on brand strategy for restaurants. At the Western Foodservice & Hospitality Expo, Los Angeles Convention Center, August 27, 1:00 PM.

Best Branding Reads
Week of August 19, 2019

Does your brand measure up?
The inimitable Denise Lee Yohn speaks on the five dimensions of brand power. A very worthwhile 3-minute video.

How To Reinvent A Well-Known Brand
Successful CMO describes taking a well-known brand from good to great.

6 Ways Brands Can Respond In A Recession
This is important and worth sharing. Still, I worry that all this talk about a possible recession will become a self-fulfilling prophecy. Read this one and then no more of this. OK?

Why Culture Doesn’t Eat Strategy for Breakfast
The two exist in a symbiotic relationship. Can’t have one without the other.

New Logo, Identity, and Livery for Canada Jetlines
Very professionally done. But another smiley face logo? Really? IHOP this trend ends soon.

Starbucks New Creative Expression
The public doesn’t often get to see examples of really first-rate style guides. Starbucks makes theirs available to all. Tasty.

The Benefits Of Optimizing Brand Architecture
Thanks, Derrick Daye, for providing much-needed clarity on a topic that is confusing to many.

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