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De-commodifying Your Brand Asset

I hear it all the time from B2B companies. We don’t really need to brand. Our customers all know who we are. Branding doesn’t work in B2B because the buyers have decision-making committees and systems that eliminate all those humanistic influencers. We don’t want to spend money on branding because none of our competitors do. The people who make these arguments are leaving money on the table – maybe lots of money. Every B2C operation knows the benefits of branding. Every box on the cereal aisle gets designed and redesigned in a constant battle to win the attention of the shopper as she wheels her cart on by. They only have a moment to capture her eye and earn her notice. Their branding has barely a nanosecond to do its thing. By contrast, the B2B sales cycle can drag on for months or years. There are multiple decision makers across various silos. Branding has plenty of time, and plenty of people, to influence. The firm that brands its offerings has a leg up on its competition because, over all that time, it’s shaping its buyers’ perception of the brand in a positive way. Branding is much more influential in B2B than in B2C precisely because so few B2B firms invest in it. Boardwalk proved that when we worked with a software development firm.

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Topics: Branding, Positioning

Best Holiday Wishes To You

(No blog post this week.

May the spirit of this season of joy sustain you and your loved ones throughout the coming year. Let’s endeavor to see 2018 surpass all expectations, in every arena of our personal and public lives, and no matter what disappointments pop up in our news feeds. Wishing you a happy, healthy and prosperous New Year.

Read on for some fun branding links.

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Topics: Branding

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Best Branding Reads
Week of December 2, 2019

Out of necessity, DTC brands are rewriting the Black Friday rulebook
Sales evaporate ahead of Thanksgiving as shoppers wait for Black Friday online.

3 Ways To Grow A Brand-Led Movement
The most important factor? A dedicated and passionate CEO

Why Focus Is Essential for Effective Branding and Marketing
Focus on the customer base and matching up to what it wants from you.

Aligning Trends With Innovation Strategy
“Customers expect companies to design products that coincide with current trends.”

Fictional Logos In Movies
The fun begins when you start clicking through.

Pepsi’s Marketing VP on Cardi B and the Soda’s New “Culture In, Brand Out” Approach
Is Pepsi on to something here?

Why retail is the next frontier for Timberland in its green mission
Neat idea to bring nature into the shopping experience.

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