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Brand Voice Every Company Needs its Own Language and Tone
“What do you do?” This is a question everyone hears and asks and it seems simple enough to answer. But too often this question leaves executives and employees tongue tied. While it is important tha… More
Less is More Why Procter and Gamble is a Model for Other Holding Companies
Writers are occasionally reminded to “kill” their “darlings,” or ditch precious but unnecessary words or passages that weaken literary work. Similarly, in branding it is important for companies that … More
Balancing Act Building Corporate Brand Awareness While Pursuing a Multi Brand Strategy
Wendy Newman joined AMN Healthcare Services as director of ecommerce in 2000, just as the San Diego-based recruiter of traveling nurses was in the early stages of transforming itself into a national … More
Picture This B2B Brands Need Killer Images
They say a picture is worth a thousand words. Indeed, imagery is an important way for complex B2B companies to convey what they do in a simple way. The problem is, too many brands don’t put much thou… More
Why CEOs Must Be Masterful Storytellers
This piece previously appeared on  Few leaders of large public companies quote lines from a poem in an important business presentation. It was remarkable, then, to hear Microsoft’s new CEO … More
The Name Game Tips for Creating Loving a New Brand Name
“Sudden love takes the longest time to be cured.” La Bruyère, Of the Affections, 1688 Let’s set the stage. The glowing PowerPoint rectangle glows against the wall at the end of the room. On it, a co… More
How Social Selling and Social Listening Cultivates Brand Advocates Increases B2B Sales
Jill Rowley, formerly of, was such a star salesperson at enterprise software company Eloqua that she earned the moniker “EloQueen.” Few if any in Silicon Valley had a better handle on … More
Visual Branding Using Typography to Help Tell a Brand Story
Elsevier is the publisher that took its name from the House of Elzevir, established in Holland in 1580. As a company that produced books, it goes without saying that typography (along with ink and pa… More
The Brand Newsroom
To hear Jason Bartlett tell it, focusing on “content” as opposed to traditional marketing is important to driving brand engagement—especially with younger audiences. Until recently VP of Global Digit… More
Why Corporate Mergers of Equals Almost Never Work
This piece previously appeared on   Paris. Champagne. The Arc de Triomphe in the background. It was a perfect setting to announce an engagement. The $35 billion “merger of equals” betw… More