Browsing: Branding
Why B2B brands need to invest in brand marketing
Creativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B…
Five Steps to Building Trust With Thought Leadership
About 50% of B2B marketers believe thought leadership builds trust in their organization. However, among actual buyers,…
Why Ethical Honey Brands Need to Start Making a Noise
In an ideal world, mass honey producers would care more about preserving the environment than…
Could packaging play a new role in brand differentiation?
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on…
Deconstructing premiumisation with Ehrenberg-Bass
Premiumisation is about more than simply launching a premium brand – and even if it…
Is Your Brand Tailoring Messages or Stalking Consumers?
Personalized marketing is all the rage, but how can you walk the line between creepy…
How Brands Streamline Their Agency Partnerships
Shrinking media budgets, aggressive growth goals and ever-complex marketing needs are causing a shift in…
A redefinition of customer-centricity
To be successful in future, brands will need to ditch long-held and generic demographic segmentation…
How to Build a Competitive Advantage for Your Brand with AI
Brands that rely on content marketing are in trouble. In 2018, only 37% of B2B…
How brands are injecting creativity into digital
Digital channels are often looked upon as a world of metrics and short-term thinking, but…