I just got off the phone with a B2B CEO who wanted to build his B2B branding messaging around the concept of how his products and services are better than his competitors’ (e.g., “We have better customer service”). It took a bit of explaining, but I believe he is now (rightly) focused on branding his […]
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 […]
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 […]
In times past, the names of many companies revealed what business the firm was in: the Pennsylvania Railroad, Austin Floor Coverings, Allstate Insurance. Nowadays, many company names don’t do that … they are merely invented words and don’t indicate the main line(s) of business. So the companies create tag-lines to identify themselves in their marketplaces.
Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention. One of the […]
I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand. Following is a summary of what I said on the podcast. When people talk about a company brand, it is often expressed as sort of an abstract […]