The Leading Brand Strategy Agency Dedicated to Building B2B Brands
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
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