Often, companies regard marketing strategy rather like medicine, something to be taken when things aren’t going well. If sales are missing budget, invest in some marketing and watch the leads come flooding in. Oh, if only it were like that. This kind of misguided thinking is one of the reasons so many otherwise successful businesses […]
Back in the 20th Century, the lead question marketers asked was “How do we reach our target audiences?” B2B customer engagement was achieved mainly via advertising and pr in trade publications, supported by direct mail and exhibitions. Overall, it was a shotgun approach; invest enough money in shouting loudly enough and eventually the message will get […]
Things are getting interesting. China is on the cusp of a massive property bubble that will surely burst with global consequences. Germany has a devastatingly ageing population that will crush consumer spending and the Syrian refugee crisis continues to haunt Europe. To add to this uncertainty, the UK could really upset the apple cart with […]
One of the most frequent requests we get from potential clients is, “How can we improve our brand awareness and generate more sales leads?”. The answer is not straight forward. Despite the increase in communication platforms, it has actually become harder to reach potential buyers. Apparently, the average human attention span declined by 4 seconds […]
Some people think that they can change the image of their b2b business just by creating a new logo. It doesn’t work that way. A logo in itself is not a brand. A real b2b brand identity stands for something. It has values and principles. And it stays true to its principles, whichever way the […]