Brand extension occurs when companies use their existing brand and reputation to launch new products, gain a new customer base, or enter a new market outside of their current offerings. Some of the world’s now-largest and most recognizable brands — think Amazon, Apple, GE, and the like — have attained their current positions at the top of multiple markets by...
In the ever-evolving world of B2B marketing, data plays a pivotal role in understanding consumer behavior and preferences. And among the various types of data available, first-party data stands out as perhaps the most valuable asset. This is truer now than ever before as tech giants like Apple and Google phase out the use of third-party cookies (See: “cookiepocolypse” to...
As a Chief Marketing Officer (CMO), your role is a critical one that often requires you to juggle multiple responsibilities simultaneously. From overseeing campaigns to managing teams, attending meetings, and handling day-to-day operations, the list of tasks you're responsible for can be endless. With so much on your plate, managing your time effectively is essential to ensure you're able to...
In today's highly competitive business landscape, effective brand communication plays a vital role in the success of B2B marketing strategies. The way a brand communicates its message, values, and offerings to its target audience can significantly impact its brand reputation, customer relationships, and overall business growth. In this article, we will explore the importance of brand communication in B2B marketing,...
Brand value is often considered as an intangible asset that can significantly influence a company's market performance. Despite its significance, the process of accurately measuring brand value can be complex, especially in the realm of business-to-business (B2B) enterprises. In this blog, we will guide you through five simple yet effective steps for measuring brand value in the B2B sector. Key...
Brand collaboration has become a popular marketing strategy for B2B businesses looking to stand out in the market and reach new audiences. By partnering with a complementary brand, businesses can tap into a wider customer base and offer unique solutions that they couldn't deliver on their own. Further, brand collaborations help boost brand reputation and create excitement around joint offerings...
The role of Chief Marketing Officer (CMO) has evolved in recent years to have a wider strategic impact on organizations, and it’s still changing dynamically as the business world does the same. Leadership development for CMOs is becoming essential to meeting these changing demands. CMOs are now tasked with not only developing brand messaging and campaigns but also understanding the...
Building a strong B2B brand is critical to the success of any business, and this is especially true for B2B companies. A strong brand can differentiate you from competitors, build trust with customers, and help you achieve your business goals. In this definitive guide, we will explore what brand development means for B2B companies, the key components of brand development,...
Are you launching a new content strategy? Struggling to see results from your current content marketing efforts? Looking to improve upon existing progress? In any case, a content marketing strategy framework can be the key to unlocking new content ROI potential. By centralizing the key components of your strategy, you’ll have a one-stop-shop reference for monitoring content marketing KPIs, making...
Great B2B service branding can make all the difference. But what exactly is service branding, and why is it so crucial? At its core, service branding is the process of creating a unique identity for your business that sets it apart from competitors and connects with your target audience. In the B2B world, where decisions are often driven by logic...