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Differentiation


B2B Brands Can Be Emotive and Should Be!

B2B Brands Can Be Emotive and Should Be!

B2B brands deserve the same level of effort as their B2C counterparts We were talking with someone the other week about emotive branding and they said, “Sounds great for consumer brands, but I can’t see it working for a B2B brand.” Well, we begged to differ! Indeed, we believe B2B brands have tremendous opportunities to differentiate and grow their businesses based on an emotive proposition. Note that we didn’t say an “emotional” proposition. Through “emotive” propositions we talk about B2B brands that reach out to people in a way that not only...
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Challenger Brands: Design that Disrupts

Challenger Brands: Design that Disrupts

Challenger Creative This post is the last in our three-part series on challenger brands. You can read a general primer to challenger brands or a deep dive into B2B challengers right here. Previously, we chatted about the power of adopting a challenger mindset, how to compete against your category, and what the B2B world can learn from B2C disruptors. In these examples, most of the strategies were internal. It was a question of knowing how to recognize the pressure for change, creating a shared vision, having the capacity to execute, and building out a realistic work plan. But still, the...
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Challenger Brands: A Primer

Challenger Brands: A Primer

Are you up to the challenge? Starting today, we’re launching a three-part series on challenger brands — who they are, how they behave, and why your brand could benefit from adopting their disruptive mindset. As this is the first blog in the series, let’s start with the basics. The beginning, as they say, is always a good place to start. What is a challenger brand? “A challenger brand is defined, primarily, by a mindset — it has business ambitions bigger than its conventional resources, and is prepared to do something bold, usually against the existing conventions or codes of the category, to...
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Igniting Growth and Pushing the Envelope for SaaS Brands

Igniting Growth and Pushing the Envelope for SaaS Brands

SaaS Brands These days, it’s a SaaS world and we’re just living in it. From infrastructure and identity to platforms and productivity, Everything-as-a-Service continues to reign supreme. But what does it take to succeed and become one of the SaaS brands that can achieve the annual recurring revenue (ARR) required to drive predictable growth in an ever-crowding market? According to Gartner, worldwide public cloud services are predicted to grow by 17% this year, from $227.8 billion in 2019 to $266.4 billion in 2020, with revenue forecasts for SaaS brands (cloud application services) expected...
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Accessible Design Must Be the Rule, Not the Exception

Accessible Design Must Be the Rule, Not the Exception

In the nascent days of computing, the highly sought after feature we now call “dark mode” was the standard. Cathode ray tube (CRT) monitors got their green-on-black look from the phosphor inside of the screens. While this technology was long-ago abandoned, dark themes have re-entered the zeitgeist as the latest “new innovation.” “It’s thoughtfully designed to make every element on the screen easier on your eyes,” Apple claimed in its announcement of the feature for iOS 13. But here’s the thing: there’s no real evidence that’s true. For people with astigmatisms (approximately 50%...
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Don’t Let Your Product Ruin Your Brand

Don’t Let Your Product Ruin Your Brand

It’s a tale as old as time. You can’t sell product without a brand; you can’t sell brand without a product. Product designers and brand designers are sometimes viewed as adversarial disciplines, but in truth, both sides are working toward the same goal with different tools. But what’s the right balance? And how can you get the best of both worlds? To begin, a bit of level-setting. Product Designers Product design is commonly defined as the approach to building a new product from start to finish. This encompasses market research, identifying problems, product development, designing informed...
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Three Key Advantages of a Strong Brand Strategy

Three Key Advantages of a Strong Brand Strategy

Active Brand Management A brand strategy can take what people know and believe about your business to new levels. Active brand management takes a valuable asset that may now be largely underused and turns it into a powerful competitive weapon. Regardless of how sophisticated your current approach to branding is, your business has a “brand” today, though you may have acquired it by default. Simply by being active in the marketplace, your business will have accrued a reputation, a level of fame, and a degree of notoriety (for better or worse) with your customers, and within your industry. A...
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What’s in a Name? An Interview With a Brand Naming Expert

What’s in a Name? An Interview With a Brand Naming Expert

Anthony Shore names things. For 25 years, he has wielded his linguistics and varied marketing background to introduce more than 200 product and company names to the world. Even if you don’t know him from this New York Times Magazine article, you’ve probably come across his work: Fitbit Ionic, Virgin Voyages, and Jaunt to name just a few. From novel descriptors to taglines and slogans, Shore specializes in succinct, inspired brand expressions of six words or fewer. As one of the world’s foremost naming experts, we’re thrilled to partner with him. Today, we sit down with Shore to discuss...
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This Is Not Another Blog Post: The Power of Differentiation

This Is Not Another Blog Post: The Power of Differentiation

Somewhere in a humid conference room right now, someone is adding the phrase “disrupt the status quo” to a bulleted list titled “our values.” Can you smell the whiteboard marker? Can you hear the crackled audio of the one remote employee dialing in to suggest that we “shatter the status quo,” since the word “disrupt” is so overdone? I’ve been there, you’ve been there, you might be there right now. One thing we all know deep down as we finish our third coffee of the morning: this is not how you differentiate your business, brand, or culture in a meaningful way. You can’t just say, “I’m not...
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Maintaining Brand Relevance in a Fast-Paced World

Maintaining Brand Relevance in a Fast-Paced World

Brand Relevance Amidst New Expectations In a time of constant change and heightened customer expectations, the greatest danger facing most brands today is loss of brand relevance. People are ultra-connected. Markets constantly shift. New trends emerge. Competitors enter and shake things up. And customers expect more from the brands they buy from. As a result, many businesses struggle to stay relevant —trying to get ahead of competition, adapt fast enough, and maintain their position in the market. In order to survive, brands need to evolve in a way that differentiates them from their...
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