Posts Tagged ‘Branding’
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
The Four Pillars of B2B Marketing Success by Christopher Ryan
The Pareto Principle as Applied to B2B Marketing
According to our friends at Wikipedia, the Pareto principle (also known as the 80-20 rule and the law of the vital few) states that, for many events, roughly 80% of the effects come from 20% of the causes. As I mentioned in an earlier post, Pareto observed that 80% of the peas in his garden came from 20% of the pods, and he went on to apply this formula to many other areas,
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.
Technorati Tags: Brand Promise, Branding, Value Proposition, Web Marketing
