|
Comments
View Comments: newest first | oldest first | threaded
UdyRegan
User Rank
Stock Keeper
Brand attraction
UdyRegan   7/22/2019 3:59:44 AM
NO RATINGS

It turns out that brands have a greater impact than just for recognition purpose. Branding is actually much more beneficial regardless of the product or service a particular business is selling. It acts as a statement that consumers go for or prefer as compared to other brands. Once a brand has successfully made its mark in the market, consumers are bound to come forward despite not having been advertised on a large scale.

Ford Kanzler
User Rank
Blogger
B2B Branding
Ford Kanzler   7/18/2019 7:34:05 PM
NO RATINGS

Not too clear on "the people who have the biggest stake in deciding how our brand is seen, isn't us." Who else would have a larger stake than the company's employees? An organization's public perception is continually shaped by how it behaves and whether it demonstrates what it claims. Some brands have disconnects between the "talk" and the "walk." That's where things get messed up in the mind of the market. Having employees who are motivated, trained and equipped to perform as the marketing claims, is part of the challenge. Having happy employees who "get" the marketing story, is part of the secret to happy customers. The opposite is also true.

RituGupta
User Rank
Stock Keeper
Forever and Ever
RituGupta   7/18/2019 5:27:44 AM
NO RATINGS

Thanks Ford for your insight! I definitely agree with what you have to say about this and that's the onus we all have to bear if we want to be "responsible" for our brand image at the end of the day. I think that eventually, the longer we're around, the more resigned we need to be that sometimes we just can't control perception when the people who have the biggest stake in deciding how our brand is seen, isn't us.

Ford Kanzler
User Rank
Blogger
Re: Forever and ever
Ford Kanzler   7/15/2019 3:27:46 PM
NO RATINGS

Suggest developing a relevant, competitive branding claim (statement of position) is certainly a challenge for many companies, since many never accomplish it. Policing the brand for consistency is difficult as well as maintaing relevancy to your market. Walking the talk is equally challenging. Relevancy can also include re-branding when necessary. But not just when managment gets tired of the positioning claim. Usually that occurs well before the market has begun to understand and value the branding claim. Establishing a brand takes time and many marketing managers think everything can be accomplished in a quarter or two. Minds don't change rapidly. When the market begins defining your business as you have defined it, is when you know you're begining to win minds.

ChristopherJames
User Rank
Stock Keeper
Forever and ever
ChristopherJames   7/15/2019 12:20:14 AM
NO RATINGS

I don't think branding is a problem. It's maintaining consistency over the years to make sure that your brand continues to stay relevant despite what you originally defined it to be. It's easy enough to say what you want your business to be, but how confident are you that you think it will still be the case a decade down the line?

Ford Kanzler
User Rank
Blogger
Re: Much-needed insights
Ford Kanzler   7/7/2019 6:22:59 PM
NO RATINGS

Thanks Al! And your depth of tech business marketing experience likely trumps most of EBN's readers. I beleive what's key are understanding the differences, but also the similarities and that consumer marketing tactics may also be effectively applied to business-to-business. Intel's Blue Man Crew and Captain Zylog come to mind. There are certainly more recent ones. But many B2B tech brands still don't have the will to try an entirely fresh approach when delivering their messages. Conservative, copy-cat marketing campaigns don't break through the awareness barrier. Getting inside the minds of your customers very often requires bold creativity, regardless of what promotional area is being applied. Best of all is when the big concept is unified across all a brand's marketing channels.

Al Shultz
User Rank
Stock Keeper
Much-needed insights
Al Shultz   7/7/2019 5:49:25 PM
NO RATINGS

Excellent insights, Ford! Many people, including many professional marketing people, tend to think that all marketing is the same. Thanks for highlighting some of the important differences in B2B marketing -- critical to understand if your B2B marketing program is to work.





Twitter Feed
EBN Online Twitter Feed
EBN Dialogue / LIVE CHAT
EBN Dialogue enables you to participate in live chats with notable leaders and luminaries. Open to the entire EBN community of electronics supply chain experts, these conversations see ideas shared, comments made, and questions asked and answered in real time. Listed below are upcoming and archived chats. Stay tuned and join in!
Archived Dialogues
Live Chat 01/15: CPOs Re-Shape Their Business Roles
Increasingly chief procurement officers (CPOs) are re-shaping their organizational role to focus on creating results far beyond cost controls. A new IBM survey explores how.
Live Chat 11/12: Examining the Cyberthreat to Supply Chains
The number of cyberattacks is on the rise and hackers are targeting the supply chain. Drew Smith, founder and CEO of InfoArmor, will be on hand to discuss the reality of today's threat landscape and what to do about it.