The Leading Brand Strategy Agency Dedicated to Building B2B Brands
BrandingBusiness Global - Responding to client needs
The majority of our B2B clients serve international audiences. Emerging technologies have facilitated market expansion at unprecedented levels. The world has quickly gotten smaller. The velocity of c… More
In defense of jargon
Living in such a fragile glass house as I do on the crystal estate of branding, I hesitate to pick up stones and cast it at others over the use of jargon for fear of breaking a few of my own windows.… More
Is Glasers iconic I Love NY being dethroned by I Love Brooklyn?
Brooklyn – the greatest country in the world! These were the words that greeted me as I stepped inside Luigi’s Pizza, finding relief from the scorching summer sun.  I had just moved to Brooklyn after… More
Naming The Descriptor as Brand Ballast
Once upon a time, there was Apple Computer and Kentucky Fried Chicken, Dominoes Pizza and Verizon Wireless and—going further back in time—International Business Machines and General Electric. Now, th… More
Rome was not built in a day nor are brands
Brand building takes time. It can be an intense and, at times, dramatic process geared towards creating enduring business value through sustained customer preference.   At the heart of a brand buildi… More
For Sale: America's Iconic Brands and Guess Who's Buying
Over the last decade, foreign companies have become increasingly active in buying prominent US brands. Blame it on the need for tax reform – where foreign tax rates are so favorable, the buyer can fu… More
Measuring and repairing customer relationships
It’s a truism – a business lives or dies on the strength and longevity of the relationships it builds with clients.  If relationships are weak, customers leave, and the costs incurred in replacing th… More
How will the Internet of Things change brands?
While reading yet another article on The Internet of Things, my mind ran wild with Star Trek-like fantasies. What will the hyper-pervasive, hyper-connected, hyper-capable, super-smart and frightening… More
Clarity and Confidence in Challenging Times for B2B Marketers
One recent morning over coffee with a friend, who also happens to be a CMO, I listened as he cited the top challenges of his job for a large B2B company. I realized that they were universal for CMOs … More
Five Measures of Brand Health
Marketing executives get a gut feeling when the brands they manage aren’t tightly aligned with business goals. Just as a car needs regular maintenance and the human body needs an annual physical exa… More