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b2b brand

Overcome Startup Competition in a Crowded Eco-system

October 10, 2016 —

Overcome Startup Competition in a Crowded Eco-system

Startup Competition is fierce Startup competition is tough. People used to think that consumers have mind-space for only three brands in any given category: the leader, the challenger, and the one other company lucky enough (or hard-working enough) to be noticed and considered. The rule of three may still be true, but the sheer proliferation of brands flooding a truly congested sector can starve every brand for oxygen and make it difficult for any brand to stand out. We deal with a lot of clients in crowded, complex categories and ecosystems: technology companies, software companies,...
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Startup Brands Should Follow This Strategy to Authentically Differentiate

April 15, 2016 —

Startup Brands Should Follow This Strategy to Authentically Differentiate

Startup brands stop leading with features and benefits! If only more startup brands understood the value of brand strategy and how it could lead them away from leading with features and benefits vs. why the brand matters. Convincing minds by capturing hearts: the new brand-building approach. What comes first? The rational decision to take the next step on the path to purchase, or the emotional trigger that gets them started on that path? Aren’t we humans cool? We pride ourselves on our cognitive skills, our ability to weigh pros and cons, and our decision-making power. After all, these...
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CEO’s Perspective on The Value of Branding and Strategy

April 6, 2016 —

CEO’s Perspective on The Value of Branding and Strategy

A CEO’s perspective on the value of branding and strategy At first glance, “empathy” feels like a strange word to use in connection with a business like Central Valley, a building and agricultural supply company serving Northern California’s wine country and surrounding areas. But in recent years, building a culture based on empathy ­– the ability to relate to customers and to one another – has been a cornerstone of the Central Valley strategy under the leadership of third-generation owner and CEO Steve Patterson. Steve has worked at the family business since the mid-1990s, shortly...
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Is Your B2B Brand Feeling Crowded In By Competition?

September 9, 2013 —

Is Your B2B Brand Feeling Crowded In By Competition?

Many B2B brands find themselves victims of intense competition, growing commoditization and confusion about how to make the best use of branding. If your brand is just a set of superficial marks, colors and trademarked words, the pressure is sure to crush it to smithereens. However, if your brand is built from empathy, purpose and emotion, it stands a fighting chance to stand out, get noticed and be seen as emotionally important. After all, as the owner of an emotionally meaningful B2B brand, your business will stand out from the crowd, its presence will transform any perception of...
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In B2B, It’s Not “What”, It’s “Who”

August 7, 2012 —

In B2B, It’s Not “What”, It’s “Who”

B2B is often dominated by features and benefits, industry-standard claims, and a surprising lack of emotion. Why? We ask you to think, for a moment, about people. Those people in companies who buy your products. Those people within your own company that imagine, build, sell, and service your product. Those people who invest in your business. Those people who open new opportunities by agreeing to partner with your business. Those people who supply your business and decide if what you need arrives on-time and on-budget. Those people who let you build your facilities in their community. Those...
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