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Brand Value in B2B Marketing

July 22, 2021

Making good strategic and rational decisions about your brand within the context of the business strategy.

The fundamental challenge that we have when applying reason to the subject of brand is that great brand is great emotion. And this gives us a dichotomy, which is neatly summed up in a strategic principle that I apply called, ‘Make Thinking Visible’. Without the rational, in-depth, analytical, left-brain approach, it is hard to have the right positioning and messaging associated with a brand in a creative, emotional space.

Consistent with our BBN partnership and using a number of tools that have been proven over the years, there is no doubt that discovery, whether it be qualitative, quantitative analysis, focus groups, interviews or whatever it happens to be, is essential to understand exactly how a brand should be positioned and how decisions should be made about the brand.

In this e-book you will:

  • Learn how to make good strategic, rational decisions about your brand
  • Understand how engaging your employees can bring a brand to life.
  • How to get prepared to take your brand global
  • Learn what’s important about creating an engaging brand experience

Click here to read this eBook

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Summary

Topic

Brand

Pages

6

About your personal data

When you submit your details in order to access this content, your data will also be shared with our trusted partner BBN who may contact you with further relevant information.

For more information on how we process your personal data please see our privacy policy