Portfolio Archive - B2B Content Agency
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Brand Haiku #1: Sustainable Differentiation

Your competitor set is a primary source for sustainable differentiation. However, too many companies let their customers determine the brands with which they compete. Customers create competitor sets based primarily on points-of-parity, rather than on points-of-difference. You must identify what makes you different and then...

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Brand Haiku #2: Why Customers Choose a Brand

Customers choose one brand over another because the customer-benefits are relevant and meaningful. There are two types of customer-benefits. One type is intrinsic. It makes customers feel good about themselves. The second is extrinsic. It says something important about your customers to others. You must...

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Brand Haiku #4: Brands Influence. Brands Compel.

Brands influence what customers think and feel—how they see themselves and their roles in the world. Brands compel the behavior and actions of customers. Brands that influence and compel command a premium price. They have sustainable advantages over competing brands, creating barriers for new entrants and...

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Brand Haiku #5: Business Begets Brand. Brand Begets Customers.

Business strategy creates an offering. Brand strategy creates customers for that offering. Marketing strategy creates demand for that offering. The youngest of companies often move from business strategy directly to marketing strategy—from building the offering to entering that offering into the marketplace—only to find the...

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Brand Haiku #6: Your (Brand) Story of Origin

Just about everything you say about your business can be copied by competitors. Except your Story of Origin. Why, where, and how you started your business is your story. Create opportunities to tell this story to those who matter the most to the brand. One more thing....

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Brand Haiku #8: How Much is Your Brand Worth?

We have been repeatedly taught about the resistance of any intangible, such as a brand, being accurately quantified on a balance sheet. We disagree. Every day, every hour, and every minute consumers and companies are purchasing brands. Conduct qualitative research with your best customers. They will tell you how...

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Brand Haiku #9: Brands are About Sacrifice

There are over one million words in the English language. And every word has a unique meaning. The strongest brands are those that choose one word and, as a result, have a unique meaning. For example, Google has chosen ‘search’, Disney has chosen ‘family’, and MasterCard has...

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Brand Haiku #10: Who Needs a Brand?

Shareholders don’t. They invest in mutual funds that own hundreds of companies. Employees don’t. They work for companies that will pay them the most for what they know. But customers do. Don’t believe us? Try competing in a market without a brand. Customers choose brands—they don’t buy companies. ...

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