12 Most Basic Elements For Building A Community Around Your Brand
Brands are bigger than the products or services they provide. They are about people, about passionate users and followers who share their experiences good and bad. A strong and vibrant community can make or break a brand, but creating one is not as hard as you might think.
[Read full story at The 12 Most...]
A Brand is Bigger Than Performance
Not long ago, a popular post on HBR’s site, by Dan Pallotta, was headlined “A logo is not a brand.” That is a familiar enough declaration, and not far from the phrasing I use myself on the subject of brands. I clicked on the link expecting to find a familiar argument. But what I found was very different.
[Read full story at Harvard Business Review]
Time to Get Emotional About B2B
There’s one question that I get asked regularly in social situations, when the subject of work comes up. “So, this ‘B2B marketing’ thing: how exactly is it different to B2C?”…“businesses have a different approach to buying things than consumers. They have complex decision-making units, convoluted purchase processes and extended buying cycles.” [Read full story at B2B Marketing]