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.
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A three-part series about B2B brand management – highlighting the symptoms, causes and cures for a broken brand.
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Don'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.
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The 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.
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