How to Bridge the Messaging Chasm Between Brand and Product
Brand messaging is hard to maintain in large, complex B2B environments. And it’s not particularly hard to understand why. Each product, division, or sub-brand has its own unique marketing challenges and needs. And each requires its own tailored communication approach. Fitting these varying messaging strategies under the umbrella of the overarching brand — which has…
Make Your Creative Bench Deep Enough to Support Your Brand
Large industrial brands have considerable marketing and creative needs. These needs can’t be met solely by internal marketing teams. In fact, they shouldn’t be. An outside perspective is invaluable in marketing. Managing your portfolio of marketing needs requires a balancing act between developing and optimizing your internal marketing resources and supplementing your needs with trusted,…
Room for Interpretation? How Flexibility in Brand Guidelines Helps Product Messaging
Brand guidelines are created for a reason. A few very good reasons, actually. Branding efforts help your company define an identity and stand out from the pack. And brand standards and guidelines make certain that your organization is presented in a systematic and easily recognizable manner. Your company does many different things and talks to…
Fresh Perspectives
A newsletter we send every Friday to share our ramblings, perspectives, thoughts, and rants on all things B2B branding, messaging and marketing.
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