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B2B Brands

Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And”

March 4, 2013 —

Rational vs Emotional: With Brands, It’s Not “Either/Or” It’s “Both/And”

Neuroscience is telling us that every “rational” decision is surrounded and influenced by emotions. As such, brand decisions are neither rational or emotional – they are invariably both. But how do you work with an insight like this? How do you bring an emotional dimension to your brand, especially if today it is emotionally neutral? How do you change the behavior of your brand – and the people behind it – so that every interaction is either striking, or responding to, a relevant emotional chord? How do you do this in a way that isn’t seen as exploitative,...
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Brand Strategy for Professional Services Can Be Emotive

January 15, 2013 —

Brand Strategy for Professional Services Can Be Emotive

Professional services, like law firms, would do well to move beyond the rudimentary basics of branding such as identities, symbols, and colors, according to a blog post on Forbes.com. We couldn’t agree more. Like all businesses, professional firms face a challenging future with hyper-competition, commoditized knowledge, and accelerating change all looming on the horizon. These firms clearly need to get fit for the future – and their preparedness plan needs to include a major tune-up for their brands. However, we believe professional firms need to also leapfrog over the traditionally...
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In B2B, It’s Not “What”, It’s “Who”

August 7, 2012 —

In B2B, It’s Not “What”, It’s “Who”

B2B is often dominated by features and benefits, industry-standard claims, and a surprising lack of emotion. Why? We ask you to think, for a moment, about people. Those people in companies who buy your products. Those people within your own company that imagine, build, sell, and service your product. Those people who invest in your business. Those people who open new opportunities by agreeing to partner with your business. Those people who supply your business and decide if what you need arrives on-time and on-budget. Those people who let you build your facilities in their community. Those...
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The Meaning Hidden Deep Within Your B2B Brand

July 18, 2011 —

The Meaning Hidden Deep Within Your B2B Brand

For decades many B2B brands have been able to prosper by taking a “business as usual” approach to the marketplace. This means they have been able to build their brands exclusively around their product propositions.  But as B2B brands look out into the world today they see changing expectations in the marketplace. The people making decisions about their brands are looking through a new set of filters. They are looking to align with brands that are aligned to their own personal values. They look for, and appreciate, gestures that speak to the brand’s sense of humanity....
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