Your brand is built on relationships with customers and prospects; it’s built on the emotional connections you’ve been able to make over the years; it’s built by nuance, authenticity and a range other qualitative factors. Big data can help you find correlations and behavioral trends - but big data does a better job of telling what happens than it does of telling you why. And why is at the heart of your brand.
Read MoreLaunching a new corporate brand brings with it a lot of emotional energy. There is great build-up - especially within the marketing and communications groups; there may be global/regional/local celebrations; there’s the big internal announcement; and, of course, there will be tchtochkes. But then what?
Read MoreWe live in a six-second-video, 140-character world, yet long-form audio is hitting levels of popularity not seen since the Golden Age of Radio. As businesses of all sizes build out marketing and content development plans, podcasting is showing itself to be a compelling medium for nurturing deep, rich relationships.
Read MoreIt might seem paradoxical that B2B brands are wrapped up in more emotion than consumer brands – we think of consumer buying decisions as impulsive, emotional, and B2B buying decisions as analytical, considered. But when it comes to acquisitions, emotions play a big role. B2B leaders - founders especially - often bring the company name to the negotiating table, securing a promise from their new parent that their brand will be maintained.
Read More
