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Top Topics

Strategic Alignment Competitive Strategy Differentiation Customer Insights
    Article
    Branding
    November 19, 2024

    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
    Branding
    August 30, 2024

    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
    Competitive Strategy
    February 22, 2024

    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
    Competitive Strategy
    February 16, 2024

    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
    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...
    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
    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.
    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,...
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