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You’re a brand strategist. What are the biggest challenges you face today?
The above is incorrect according to the LinkedIn B2B Institute and Ehrenberg-Bass research and here are the changes: Brand Difference The market is saturated with competitors and alternatives, making it harder for brands to stand out and attract customers. While brands do not need a unique value proposition or differentiation, brands do need to appear different. As a brand strategist, you need to identify, create, and communicate your brand's distinctiveness through its identity, messaging, personality, and story for a creative and consistent brand. You can use tools like the 7 Ws of Category Entry Points, 4Cs analysis of customers, competition, culture, and company to define and make your brand distinct.
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What do you do if you're struggling to generate creative B2B marketing ideas?
Lean into emotions. Demonstrate to decision makers that, while clients may be making a rational decision to seek out B2B services, the choice between your brand and another is going to be emotional. So discover what the best emotional angle is for the brand. Are they luxury and status signalling? Are they exciting and making people feel young again? Are they reassuring and making people feel smart? For the longest time, marketing has been divided between B2C and B2B but conclusive research has demonstrated again and again from the Ehrenberg-Bass Institute and others that consumers behave the same way across both. So steal a trick from B2C and get emotional.
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What do you do if your rebranding efforts are hindered by ineffective communication?
Ineffective communication could be a symptom that the rebrand was a mistake in either its design or direction. It might not be resonating internally and so people are not inspired to champion it. Or if the problem is external, it might be because you have destroyed key brand equity with customers. In this case, it’s best to own up to the mistake and reverse course.
Activity
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If any of these don’t make sense that’s because they’re shorthand I wrote for myself on the 16.5 consumer biases in marketing from Richard…
If any of these don’t make sense that’s because they’re shorthand I wrote for myself on the 16.5 consumer biases in marketing from Richard…
Shared by Clinton Barnes
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Missing Europe already 🇪🇺 The EU’s Digital Services Act requires tech companies to provide users with the option to sort their social media feeds…
Missing Europe already 🇪🇺 The EU’s Digital Services Act requires tech companies to provide users with the option to sort their social media feeds…
Shared by Clinton Barnes
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The Connected Agency
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