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Do You Really Need A Brand?

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, […]

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The Eight Benefits of Branding – Part 3, Reduced Costs

Branding is about simplicity and focus. You have to ask what it is about your business, product or service that satisfies your customers better than anyone else. What’s the real reason they keep coming back again and again? It’s not always easy to come up with an accurate answer. But when you do find it, […]

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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.