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B2B Brands


B2B Customer Obsession: How to Put Them Center Stage

B2B Customer Obsession: How to Put Them Center Stage

B2B Marketers, Want to Drive Higher Revenue Growth? Start Obsessing Over Customers Now. By now, B2B marketers understand first-hand that better customer experience correlates to higher revenue growth. Forrester and others have reports and studies to prove it.  Leaders see it happening in real-time. Sure, the competition still matters. But businesses who are focused, and yes, obsessed, with their customers are finding more meaningful ways to differentiate, drive ROI, fuel digital innovation, and rethink how their business should really be doing business in the customer-led world of today. But...
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2019 Marketing Budget Planning: Questions to Help You Get Started

2019 Marketing Budget Planning: Questions to Help You Get Started

It’s That Time: 2019 Marketing Budget Planning Developing your 2019 marketing budget is nobody’s favorite time of year. But it’s inevitable. Like clockwork each year, it’s here. As an agency immersed in helping businesses deliver the results they need to thrive, we understand first-hand that marketing budget planning can be overwhelming and taxing. Knowing what to include to deliver the results needed seems nearly impossible for many VPs of Marketing looking to drive growth, build brand, drive lead gen, and fuel revenue. We know CFOs can be tough audiences. In fact, many VPs of Marketing...
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Nothing Sells Itself: Why Storytelling Should Drive Demand Generation

Nothing Sells Itself: Why Storytelling Should Drive Demand Generation

Emotive Brand Expert #1: Greg Howard As a brand strategy and design agency, we have the privilege of being able to visit innovative companies from a myriad of fields. From global law firms to burgeoning start-ups, we get to pull back the curtain and observe how brands are built, from the inside out. Drawing on our ever-growing network, we’re excited to launch our Emotive Brand Experts series. In these posts, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. In this...
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Why a Startup Should Invest in the Brand Quickly

Why a Startup Should Invest in the Brand Quickly

Why we believe founders need to rethink their investment in their startup brand There’s the startup rush. That undeniable startup rush. That adrenaline flow that starts the moment you have an idea worth sharing. An idea that you’re willing to ask perfect strangers to fund. It’s a rush when someone says yes, and another rush when that first check shows up. The one that rents the homely first office and gets you going. After that it gets harder. The technology component of the idea might be easy for you. After all, it’s what you were trained to do. But for many startup founders, the hard part...
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Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand? Do You Know the Difference?

Marketing vs. Brand People are sometimes confused about the difference between marketing vs. brand strategy. This is not surprising, because they are not mutually exclusive ideas. They are interdependent strategic activities that feed, inform, and drive each other. The important distinction to make is in the intent and desired outcome of each area. Brand Brand defines how people should ideally feel about your business and products. It strives to find how to optimize belief in what you do offer and what you stand for in the world. It is an abstract idea held in the hearts and minds of people...
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Professional Services: Elevate Your Firm By Embracing Purpose

Professional Services: Elevate Your Firm By Embracing Purpose

Professional Services Brands When it comes down to it, strategies to ensure credibility, expertise or commitment don’t make a professional service firm to stand out. We expect law firms, management consultancies, and professional services brands to be credible, to have expertise, and to be committed; they shouldn’t need to be reminded of these attributes, and this type of positioning holds no sway in an already overcrowded, homogenous group of competitors. Many professional services firms “brand” themselves around ideas of client-centricity and attentiveness. For us, this simply isn’t...
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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....
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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,...
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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...
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Why Law Firms Need Brand Strategy

Why Law Firms Need Brand Strategy

Consulting Firms are brands too Within professional services and consulting firms, there’s very little that distinguishes one brand from another. Practice areas and services all lead with the same claims: excellent client service, tailored solutions, and global reach. So much similarity makes all consulting firms blend together. Taglines echo. Logos mirror each other. Marketing copy follows the same jargon. Ultimately, they become indistinguishable. As the shift to a buyer’s market solidifies, competitive rivalries intensify. It’s no longer enough for a firm’s identity to be solely linked to...
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