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B2B Brands


Why Is Messaging for B2B Companies Today So Difficult?

Why Is Messaging for B2B Companies Today So Difficult?

Disruptive and Transformational Technologies Technology is advancing like never before. With advancements in AI, machine learning, iOT, analytics, and so much more, it’s becoming more and more difficult for businesses to keep pace. Industries are being transformed and the world we live in is changing before our eyes. As an agency, we work with many tech clients who are in the midst of this change – racing the clock to get to market before the competition.  And while many have worked tirelessly to build the best technology in their realm, they struggle with how to position and message their product...
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How to Hire the Right Branding Agency

How to Hire the Right Branding Agency

The business case for hiring a branding agency In all the years of working with tech companies, we have heard the same story time and time again about the trials and tribulations of VPs and marketing executives trying to secure a budget to invest in hiring a branding agency with limited success. On top of that, how to hire the right agency can be just as confusing. We hear about them making strong and compelling business cases to invest in the brand to leadership teams and hitting a wall. It happens at every budget cycle, management meeting, and discussion around...
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Brand Positioning: Why Now?

Brand Positioning: Why Now?

Reasons to Invest in Brand Positioning There are many reasons why a brand might need to invest in brand positioning. In our work, we see businesses thinking about repositioning for many reasons. Sales might be declining. Your target audience may have shifted. You may have realized you’re targeting the wrong people. Your product roadmap has evolved. Competitors may have entered your space and you can’t seem to differentiate your value. Maybe, customers even perceive your brand as outdated or irrelevant. Over the past few years, we’ve seen a number of ecosystems overcrowding. As a result, it’s almost impossible to...
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Brand Strategy: What is the Role of B2B Branding?

Brand Strategy: What is the Role of B2B Branding?

What is the role of B2B branding? How is it different from sales and marketing? Why should B2B enterprises be adopting purpose-driven brand strategies? What benefits will they accrue by adapting themselves to the changing requirements of the Purpose Economy? It’s no longer business-as-usual in the B2B marketplace. Long-held beliefs are giving way to new opportunities. Many of the reliable tools of the past are no longer as effective as they used to be. All of this is prompting more and more B2B leaders to explore the idea of transforming their businesses into purpose-driven enterprises. Here, we explain why...
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Overcome Startup Competition in a Crowded Eco-system

Overcome Startup Competition in a Crowded Eco-system

Startup Competition is fierce Startup competition is tough. People used to think that consumers have mind-space for only three brands in any given category: the leader, the challenger, and the one other company lucky enough (or hard-working enough) to be noticed and considered. The rule of three may still be true, but the sheer proliferation of brands flooding a truly congested sector can starve every brand for oxygen and make it difficult for any brand to stand out. We deal with a lot of clients in crowded, complex categories and ecosystems: technology companies, software companies, professional services companies, media...
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Moving from B2B to B4B: A New Code for B2B Brands

Moving from B2B to B4B: A New Code for B2B Brands

Could a subtle change in the way you think increase your potential as a B2B brand? For example, consider the difference between business-to-business (B2B) and business-for-business (B4B). B2B: Business-to-business suggests two separate and different entities, one “selling” to the other. B4B: Business-for-business suggests many companies in a value chain working toward a common goal of ever-greater end-customer satisfaction. A shift to a B4B stance means making your brand known as one that embraces the shared interests of all the businesses and people who will benefit from a stronger and more purposeful collective effort. It is the B2B brands that...
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