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.Â
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand [...]
Re-positioning B2B brands: a quick case study
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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 [...]
