Article
Just Rethink It
Why Nike’s Challenges are a Goldmine for B2Bs Trying To Revitalize Mature Products While Nike is a consumer brand, its...
Article
What B2B Marketers Can Learn from Political Campaign Successes and Failures
As B2B marketers, we’re always seeking examples of effective strategy—and political campaigns, with their intense focus on messaging and positioning,...
Podcast
Influencing with Impact: What B2B’s Can Learn from This Year’s Best Super Bowl Ads
In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the...
Article
How B2B Marketers Can Benefit from This Year’s Best Super Bowl Ads
Super Bowl ads are a battleground for consumer product advertisers vying for audience attention. But B2B marketers can gain valuable...
Article
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...
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Article
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
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
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
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.
Article
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,...