Brands
Marketing in the right direction: Barloworld Logistics
Kate Stubbs deals with some big challenges as marketing manager for Barloworld Logistics. To start with, she’s marketing an intangible: supply chain management doesn’t come in a box with a part number and a price tag. She’s also working in an industry dominated by solid, practical men who know the nuts-and-bolts of freighting stuff from [...]
B2B branding: a profit-pumping heart
This post first appeared as an online article in Marketing Mix, South Africa’s magazine for intelligent marketers.
Brands mean ownership
We can all recall an ad that lost its link with the brand: “Great! Clever, sharp, funny, hard-hitting. What company was it?” Or, even worse, ‘What was the product?’ No brand: no ownership.
In B2B marketing, branding is about [...]
B2B Marketing for Dummies
IAS b2b Marketing, winner of Agency of the Year at the UK’s B2B Marketing Awards 2009, has created a concise guide that highlights how to deliver the right B2B messages to the right people at the right time.
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand [...]
A B2B message from The Man in the Chair
It might be hard to believe, but the print ad below is 50 years old.
Promoting the business, professional and technical magazines published by McGraw Hill, the message is as fresh and relevant today as it was fifty years ago: sales start before your salesman calls.
In July this year, the Business Marketing Association staged a ‘live’ version [...]
Re-positioning B2B brands: a quick case study
The leopard cannot change its spots
In other words, basic characteristics cannot be altered.
Oh, yes they can…
The spots on these ‘leopards’ were changed to fingerprints as part of brand re-positioning for clients demonstrating biometric-based access control solutions at Europe’s biggest corporate security show in 2006.
This was just part of a campaign to influence market perceptions [...]
Market reflections: managing B2B brand perceptions
What are ‘market reflections’ and why do they matter?
Think of the brand as a reflection of your company in a mirror. You hold the brand up to this mirror and it reflects everything the company represents in the market. You don’t see the brand staring back at you, you see what the market sees.
When an end-user [...]
The Long Hello: building brand-relationships in B2B
People come and go. Brands endure.
One reason why marketing doesn’t always pull its weight in B2B is that there is often such a strong emphasis on relationships with customers. Developing and sustaining these relationships can shift attention from managing the brand’s relationship with the overall market. And this can undermine the potential to strengthen sales, margins and [...]
Branding: the heart of B2B marketing
Creating a market-identity
A lot less has been written about the importance of brands in B2B as opposed to B2C, and yet the authors quoted in the previous post, ‘Brands build business’ suggest that brands may be more important in B2B than they are in B2C.
My experience is that brands are more important in B2B because [...]
Brands build business
It’s a fact: strong brands drive B2B markets
By Kevin Randall and Monica Wasiljew
Movéo Integrated Branding
To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money on R&D. Suppliers focus on making their products smarter, faster, and smaller and more cost-effective and reliable than the competition. They also find ways [...]
B2B marketing material: collateral damage?
Marketing collateral is an experiential – see it, touch it, hear it – part of B2B brand communications and there is generally more of it than in B2C – you don’t get a sales presentation or an e-mail when you buy your baked beans.
B2B collateral covers a wide range of material and there’s a summary [...]
