B2B brands don't have retail outlets and many do not have eCommerce capabilities. The website is often the #1 tool for building brand identity and for marketing. When creating a B2B website, internal resources are often stretched to the max, yet the urgency for the website to build brand awareness remains strong. To apply limited time and resources for the best results, consider these five tips:
Raincastle's Web Design & Branding Blog
Earlier in my career, I was part of a national organization of creative firms that met in different parts of the country. I recall sitting at bar in the French quarter of New Orleans, a few cocktails in, when a colleague from New Orleans said, "You know the difference between branding firms in Boston and those down here?" He paused, "Y'all live above the neck... we live...below the neck!"
As well as being highly amused, I recognized the depth of his colorful statement and it caused me to reflect upon the top ten attributes to look for in a Boston based branding agency:
Amidst the blow-by-blow coverage of Donald Trump, and by association, the other candidates (including Democrats), there has been surprisingly little said about the 2016 candidates' taglines and their impact, or lack thereof, thus far. This post should not be construed as an endorsement or opinion of any candidate, just their brand strategies as represented through their use of campaign taglines.
To understand the power of a tagline, look no further than Barack Obama's success in 2008 with his two taglines: “Hope” and “Change We Can Believe In.”
I've spent considerable time as an agency owner putting myself in the shoes of our clients and prospects to better understand when an agency like ours, or any agency — creative, brand, web, inbound marketing, etc.— is the right investment and when it isn't; here are my insights.
You are in charge of Marketing. Your competitor just launched a new site. And it's good. They have case studies, testimonials, video and interactive diagrams. What's even more disconcerting is that they are telling a compelling story with a point of view. Their copy is solid, design is modern; They got their branding right.
Your CEO is not happy, wants to see something done about it and wants results fast... but within a budget. How do you get it done?