The Leading Brand Strategy Agency Dedicated to Building B2B Brands
Telling a Powerful Brand Story Starts at the Top
Brendan Eich’s 10-day tenure as CEO of Mozilla is a reminder that a CEO’s personal values, particularly in the age of social media and transparency, should be in sync with the corporate brand. Mozill… More
CEOs CMOs Its Good to Be Bad
We have a saying at our B2B brand strategy consultancy that has guided us over many years in our work with leading brands: “The narrower the focus, the stronger the brand.” Lately I’ve been contempla… More
Branding Acquisitions How to Build and Grow Strong Brands
When François-Henri Pinault, CEO of Kering, is scouting for new luxury fashion brands he looks for ones that complement others in the company portfolio. Kering’s bold-faced brands include Gucci, Stel… More
Wired World What Smart Systems Mean for B2B Marketers
As a branding agency, we’re constantly studying and monitoring industries to track trends and assess how the world’s best B2B companies are being positioned or repositioned for growth, differentiatio… More
Sign Language What a Logo Lift Says About Your Company Its Goals
Evolution or revolution? When a company decides to redo its logo as part of a brand strategy overhaul it must decide how much a brand mark can change. This is an important decision: A logo is a visu… More
The Face of the B2B Brand 5 Reasons Employees Are Important to Brand Research
Employees are perhaps the most important instrument in a marketer’s toolbox. For one, they control a large part of the customer experience as the face of the brand they represent. But they are also i… More
Absolute Value: What B2C Marketers Can Learn From B2B Brands
In a recent piece much discussed in marketing circles, James Surowiecki argues in The New Yorker that we are entering the “Twilight of the Brands.” The reason, he says, citing the new book Absolute V… More
Bolstering the Master Brand: Streamlined Brand Architecture is Key
A B2B company recently approached us with a problem: a confusing list of several dozen products, each with its own made-up name and without any sense of organization. And with a series of acquisition… More
Inside Out 9 Tips for Empowering Employees to Drive Organizational Growth
When asked about employee engagement not long ago, a CEO who was embarking on a brand repositioning told me his employees were absolutely engaged and could be relied upon to be strong brand ambassado… More
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