B2B Brand

What’s in a (Company) Name? Why an Effective B2B Brand is Crucial!

In a recent article, Eight Critical Brand Health Questions You Should Be Asking, I shared the questions that you should be asking to determine if your B2B brand is helping or hurting your company. Branding incorporates a number of elements (e.g. name, message, promise, graphic elements, etc.) but I will focus this message specifically on […]

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Brand and Customer Loyalty

Customer Loyalty: CEO’s #1 Focus to Protect Revenue in the New Year – Part 2

Customer loyalty – the secret weapon in your brand Customer loyalty (CL) should be the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. It’s a sound strategy when you look at the stats on loyalty ROI. A recent survey by Martech Today stated: “Customer satisfaction is more important […]

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Customer Loyalty

Customer Loyalty: CEO’s #1 Focus to Protect Revenue in 2018 – Part 1

Unlocking the secrets of customer loyalty Customer loyalty (CL) should be the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. It’s a sound strategy when you look at the stats on loyalty ROI. According to a recent study conducted by Astute Solutions, “Research shows that loyal customers are […]

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How to Be a Branding Rock Star

To paraphrase the Dicken’s classic, A Tale of Two Cities, I’ll cover the best of branding and the worst of branding, starting with the worst. I read a Chicago Tribune article two weeks ago about how the company that owns Devry University is changing its name to Adtalem Global Education.  The rebranding comes just months […]

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Eight Critical Brand Health Questions You Should Be Asking

Complacency is a deadly risk to the health of your brand. Perhaps the most enjoyable part of my job is helping B2B clients “brand” their companies, products (or services) and create a personal brand for executives.  I’ve written a lot about the subject of branding, including my recent article for CustomerThink titled, Six Steps to […]

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Why a Powerful Brand Strategy is Crucial to Your Lead-to-Revenue Plan

When I published my recent book, The Essential Guide to Building Your Lead-to-Revenue (L2R) Machine™, I chose brand strategy as the first key component of the framework because of its extreme importance to L2R success. Building the rest of your marketing and sales initiatives on top of a weak brand is akin to building a […]

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Brand Promise – A Critical Factor in Your B2B Marketing Success

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 […]

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The Four Pillars of B2B Marketing Success

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 […]

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