I don’t want to burst your bubble, Binky, but most people in your company spend more time thinking about their tans than they do thinking about the real value of your brand.

I don’t want to burst your bubble, Bucky, but you can learn a lot from the orgy of mirror balls and bubble clusters that is the new Mother Teresa of transformative b2b brands.

  Gee whiz, folks.  This b2b branding stuff isn’t such a big mystery after all.

It is easier than ever to sleuth out what your competitors are doing – marketing-wise.  There’s a whole list of not-so devious ways

Last week I spent eight evening hours watching focus groups, both here and on the West Coast.

Developing a truly powerful business brand that covers all your internal and external marketing needs isn’t easy.  In fact, it’s a lot of work.

photo via the 5th ape on flickr There are only two laws of survival in the integrated jungle. If you don’t want to be eaten alive, blend in. If you want to attract a mate, stand out.

Like the law of gravity, principles have always existed.  They are always in force whether you choose to recognize them or not.

You can‘t afford to be perceived as just one of the herd offering the same stuff that everyone else is offering. To succeed in this new paradigm, you’ll have to become top of mind (number one) in something in your … Continue reading →

B2b marketers spend millions on brands, and yet a great deal of business messages don’t seem to take into account what people are really buying, what they’re interested in hearing