From time to time, someone will ask me whether they really need to worry about branding their company. It’s usually asked by the leader of a B2B enterprise that markets to a select few customers and where the sales relationships are one-to-one, very personal. If I’m basically selling to my golfing buddies, goes the reasoning, […]
Want to kill the festivities at your next party? Ask for a show of hands. How many in the room think there will be an economic downturn in the near future? You’ll see a lot of hands go up, however reluctantly. You’ll also see a lot of moods come down and you’ll probably be asked […]
Many managers of B2B businesses feel they don’t need to brand their product or service. They can understand why B2C offerings need to invest in branding but, for their own purposes, they see no reason to invest so many resources to what, they presume, will do little to move the sales needle. After all, they […]
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Best Branding Reads
Week of June 7, 2021
4 Ways B2B Marketers Can Successfully Combine Brand And Purpose
An interesting case study from LinkedIn
Branding’s Perfect 10 – Absolute Marketing
Some of the greatest home runs in branding history.
Why Brands Really Matter
Sometimes it’s worth reminding yourself why you drank the KoolAid in the first place.
How Purchase Decisions Are Made
Again, if you think people reason their way to a decision, you’re wrong.
Walk the Talk – How Brands Lead by Example
Two great examples here.
Building Brands For A Commitment-Free Economy
I’m 100 percent behind this idea. I’d subscribe to a transportation service where I take the bus most days but drive a Ferrari once a month.
Market Research for Success, Purpose, and Connection
At least once a day, I’m trying to convince a potential client of this. From now on I’ll just send this article.