How do B2B brands get broken?
Chapter 3: Age: The telltale signs your brand has grown old before its time – and what to do about it.
Successful brands adapt quickly to external shifts - and may even be the ones leading the change. For other brands, the broken ones, they wait out the change – but may eventually get to a point where what they say and do no longer fits what the market has come to expect.
Read MoreDon't Name That! Whatever You Do, Please Don't Name That! Companies name too many things. Customers are confused. Sales teams are confused. Product names intended to create clarity and deepen connections end up doing exactly the opposite.
Read MoreThe scales of cross-selling are tilted in your favor. Your best B2B customers want to grow their relationship with you. BUT this only works when your customers see an expanded relationship as a logical evolution with a brand they know and trust.
Read MoreThe industrial services portfolio often expands and evolves with the needs of its clients. While a great model for growth and customer-centricity, success can give rise to a specific set of challenges as the market itself evolves or as the company expands into new categories or geographies. Before long, what the company does has evolved well beyond the original About Us page - and employees or customers in different parts of the company can have vastly different perceptions about the company’s core promise.
Read More
