Articles in the 'Brand Promise' Category
Marketing Strategy: Too Broad, Too Narrow or Just Right?
Getting your marketing strategy just right is critical for B2B marketing success. On the “too broad” end, lots of B2B companies, desperate for recognition and revenue, try to be everything to everyone. One of our Fusion Marketing Partners teammates worked for a company whose small C-level and business development team had dozens of potential deals cooking, not one of them anywhere near the one-yard line. The company’s core position changed with every potential new partner. In the excitement of infancy,
B2B Marketing Mottos to Avoid
Let’s call these the Dirty Dozen – 12 things you don’t want to say (or have said) about your marketing operation. Over my long career in B2B marketing I have heard a variation of all of the following:
We are clueless but hope to have an answer someday.
Buy from us because we really need the money.
My job is on the line. Can you purchase today instead of next quarter?
Who needs leads when you have a phone book?
Yes, our website is lousy,
Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan
Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners.
We first defined the terms “brand” and “brand promise”. A Brand = the place your company occupies in a prospect’s or customer’s mind when he or she thinks about you. A Brand Promise = what you promise to deliver to your customers
What’s the Big Idea? Why You Need to Pay Attention to Your Brand Promise
Lee Iacocca once said, “When the product is right, you don’t have to be a great marketer.” While I agree with most of the things he said, I think Mr. Iacocca got this one wrong. In reality, even a great product or service has to be marketed properly to succeed. And it is much easier to do a good job of marketing if you have BIG IDEA. By that I mean a true competitive differentiation, and the value-add extra that
Why Your Brand Promise Must Be Specific – by Christopher Ryan
In my book, articles and presentations, I often talk about the importance of a specific, compelling and differentiated Brand Promise to achieve success in B2B marketing and sales. And although it is a B2C example, I think the following illustrates the point perfectly.
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