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b2b brands

Why are Feelings and Purpose so Important in Business Today?

April 24, 2017 —

Why are Feelings and Purpose so Important in Business Today?

Feelings and Purpose-led brands Why are purpose and feelings so important now for brands? A meaningful brand is the persona-driven presence and experience of an organization that has proactively decided to orient itself around an authentic purpose. Such brands do so with the intent of emotionally connecting to people on a deep level, by addressing core human needs. Most significant, a meaningful brand strives to forge these attitude and behavior changing connections both inside and outside their organizations. To summarize, a meaningful brand is:  – Proactively meaningful across all...
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2016 Design Trends

November 16, 2016 —

2016 Design Trends

2016 Design Trends: Observations and Thoughts “As long as the work is appropriate, distinctive, and (ideally) emotive, you won’t go far wrong. Trends come and go, again and again. If you try to avoid what’s popular today, you’ll probably find yourself creating something that was popular ten or twenty years ago. Stick to the brief, and only show your best ideas to the client.” – David Airey, Graphic Designer Aware and Informed Disclaimer: As designers, we take trends seriously. Not to follow, but to ensure we are acutely aware of the trends that are shaping the world we live and design in....
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Moving from B2B to B4B: A New Code for B2B Brands

September 28, 2016 —

Moving from B2B to B4B: A New Code for B2B Brands

Could a subtle change in the way you think increase your potential as a B2B brand? For example, consider the difference between business-to-business (B2B) and business-for-business (B4B). B2B: Business-to-business suggests two separate and different entities, one “selling” to the other. B4B: Business-for-business suggests many companies in a value chain working toward a common goal of ever-greater end-customer satisfaction. A shift to a B4B stance means making your brand known as one that embraces the shared interests of all the businesses and people who will benefit from a stronger and more...
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Your Business Issues Just Might Have A Brand Solution

September 20, 2016 —

Your Business Issues Just Might Have A Brand Solution

Top-of-Mind Business Issues for the C-Suite When you spend a lot of time working with people in the C-suite, you’re exposed to C-sized business issues. And those larger strategic problems can’t be solved by the CEO alone, or often times by existing resources. When changes in your industry push you to shift business strategy, it’s a sign that your brand strategy needs to shift in a synchronized way in order to reposition for success. We’ve surveyed C-level executives about the number one desire they have for their brand strategy.  Know what they want? Differentiation. A competitive advantage....
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Time to Reconnect Your B2B Brand to Your Bottom Line

March 9, 2016 —

Time to Reconnect Your B2B Brand to Your Bottom Line

Is your B2B brand disconnected from your daily operations? Do your senior executives consider your brand as they make decisions, sell to clients, hire staff? Are your employees able to draw from your brand the inspiration and motivation they need to be effective and gratified in their work? Do your partners know enough about what your brand is trying to achieve to offer the best possible assistance? Are your investors believing that your brand is building value for them? Do your customers resonate with your brand in ways that distance you from your competition? If your brand is simply a logo...
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