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Marketing Transformation for Technology-Driven B2B Companies

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Top Topics

Strategic Alignment Competitive Strategy Differentiation Customer Insights
    Article
    Branding
    June 2, 2022

    Could Your Company Benefit from Strategic Marketing Consulting?

    Not every company needs help with their strategic marketing. Your company may have certain characteristics that simply require an occasional...
    Article
    Branding
    May 3, 2022

    Can You Profit from Making Fun of Your Own Brand?

    A few years ago, Domino’s aired a highly unusual campaign.  It featured focus group customers absolutely trashing Domino’s pizza.  People...
    Article
    Branding
    October 14, 2020

    How Effectively Using Values Makes Your Marketing More Powerful

    When you think of values, at least in a marketing context, it is easy to be cynical and think of...
    Webinar
    Branding
    August 19, 2020

    How To Optimize Your Brand Portfolio

    If you are wondering if your company has too many brands–you probably do! It’s extremely difficult to part with and...
    Podcast
    Branding
    May 19, 2020

    When Should You Commit Brand Heresy?

    Brand heresy is the practice of established brands promoting in ways that are very different from their past positioning. For example, when an airline advises "think twice before your book a flight" something strange is going on! Mary, Sean and Tom share examples of brand heresy, and discuss if and when a strategist should commit it.
    Build Your Stakeholder Map Today - Free Access
    Our Impact Free Preview provides instant access to one of our most popular tools, The Stakeholder Map.  This powerful, yet easy to use. strategy framework can be inserted right into your plan and help you gain valuable insights.
    Click for instant access to our stakeholder mapping tool
    Article
    Branding
    October 23, 2017

    What’s Love Got To Do With B2B Success?

    Our Study of Top B2B Brand Positions Reveals A Secret To Their Dominance The image of B2B customers as cold,...
    Article
    Branding
    May 11, 2017

    The Overlooked Secret to Organic B-to-B Growth

    How to Boost Growth Without Spending Any More On Marketing Take a look at Interbrand’s most valuable global brands of...
    Article
    Branding
    March 1, 2016

    How a Poor Slogan Guaranteed a Jeb! Catastrophe

    Trump’s Success Is Built On an Incredibly Effective, Emotionally-Based Position (Originally Published on Linkedin March 1, 2016) Our policy is...
    Article
    Branding
    March 3, 2015

    How to Become a Fountain of Knowledge in Your Industry

    Why BtoB Marketers Must Learn to Create and Curate Content Content Marketing – the creation and sharing of media and...
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