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IBM How Employees Bring Smarter Planet Positioning to Real World Engagement
IBM is a company that remade its brand by remaking its culture. Today it remains a strong brand by carefully tending to that culture, making sure employees understand and reflect IBM’s mission, visio… More
Great Logos Inspire Brand Love
Ah, February. It’s the symbolic month of love and passion — powerful words that apply to the heart and speak to what a designer must bring to the table when creating that powerful little visual beaco… More
Digital Brand Intelligence The Case for Responsive Design
If you’re reading this article, chances are you regularly use an Internet-capable mobile device and in fact, you may be on one right now. At the end of 2013, it was estimated that nearly 30% of globa… More
B2B Branding and Social Media 4 Simple Truths
In a brand newsroom a short distance from our California office, a Volkswagen marketing team huddled during the recent Super Bowl so they could seize opportunistic social media stardom during the gam… More
B2B Brands Empathic Leaders Engaged Employees Critical to Brand Promise
Of all the examples leadership expert Simon Sinek offers in his latest book, Leaders Eat Last: Why Some Teams Pull Together and Others Don’t, the story of Bob Chapman delivers an important insight fo… More
Beyond Intel Inside What B2B Marketers Can Learn from BASF
One of the staples of Sunday morning corporate advertising in the 1980s and 1990s was BASF’s long-running series of TV commercials that featured the memorable slogan: “We don’t make a lot of the prod… More
The Science and Art of B2B Brand Strategy
Crafting a corporate brand strategy takes time, thought and courage. When a B2B company nails a killer strategy, it can establish trust, loyalty and lead to sustainable business growth. If it blunder… More
Predictions for B2B Branding in 2014
Mark Morris is a Founding Partner and Senior Strategist at The Brand Consultancy in Washington, D.C. His entrepreneurial career spans 38 years starting his first company in his dorm room in the mid… More
Dell Dow Microsoft Three Brands to Watch in 2014
Ongoing business success requires great companies to adapt to change. Sometimes change is abrupt, as with a merger or a spin off; sometimes change is gradual and evolutionary. It insinuates itself in… More
Brands Define Your Secret Sauce Keep it Sacred
When my son was a teenager we took an international family vacation every year. While he enjoyed soaking up unusual sights, sounds and tastes, he always asked to eat at a local McDonald’s. Wherever w… More