Category: Brand Strategy

How brands get built, positioned and measured in B2B and considered-purchase categories.

B2B Positioning Statement: A One-Page Template That Sales Can Use
16 Oct

B2B Positioning Statement: A One-Page Template That Sales Can Use

Brand Governance Framework: Who Decides What?
13 Oct

Brand Governance Framework: Who Decides What?

B2B Storytelling Examples From Boring Industries
22 Sep

B2B Storytelling Examples From Boring Industries

The 95-5 Rule: Marketing to Buyers Who Aren’t Buying
14 Sep

The 95-5 Rule: Marketing to Buyers Who Aren’t Buying

Brand Tracking Study: Why Yours Hasn’t Moved in Two Years
4 Sep

Brand Tracking Study: Why Yours Hasn’t Moved in Two Years

When to Rebrand a Company: The Case for Not Doing It
29 Aug

When to Rebrand a Company: The Case for Not Doing It

Brand Architecture Framework: The Five Layers That Matter
7 Aug

Brand Architecture Framework: The Five Layers That Matter

Why B2B Brand Awareness Is the Wrong Metric to Track
5 Aug

Why B2B Brand Awareness Is the Wrong Metric to Track

Emotional Branding in B2B: Where It Works and Where It’s Theatre
20 Jan

Emotional Branding in B2B: Where It Works and Where It’s Theatre

Marketing in the Supply Chain: A Practitioner’s Guide
23 May

Marketing in the Supply Chain: A Practitioner’s Guide