The Leading Brand Strategy Agency Dedicated to Building B2B Brands
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 CEO.com.  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 Salesforce.com, 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 Forbes.com.   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
Painting Inside the Lines Creating a Powerful Divisional Brand
Leaders of divisions of large corporations often deal with conflicting forces: How does a division follow its own market-specific branding strategy while operating within the brand framework of a lar… More
Wisdom in Crowds Harnessing Employee Groups Helps Build Business Boost Brands
Widely recognized as critical to performance, organizational culture can often seem elusive and intangible, resisting systematic evaluation and reverse engineering for many companies and B2B brand bu… More
Creating Purpose Driven Brands Insights from FedEx IBM John Deere
Companies that want to build strong B2B brands should start by rallying their employees, build their brands from within, and make sure their leadership team clearly articulates and lives the company’… More