Have you heard the saying, “Build a better mousetrap, and the world will beat a path to your door”? The theory is that all you need to do is produce something innovative and people will come running to buy it. But that’s simply not true – as many businesses know.
In fact, there are over 5,000 patents registered for mousetrap designs – and lots more that don’t get registered for one reason or another. To become a success, your innovation needs a powerful, well-structured story – what we call a “strategic narrative” – and the exact same goes for sustainability innovations, too.
The starting point for many of cylindr BBN’s engagements with its B2B clients is often the construction of a ‘strategic narrative’. And over the past year or two, it seems that these two words have become a hot topic – almost as much of a must-have as the better known concept of a ‘value proposition’. But what exactly is a strategic narrative? And why is it now perhaps the most important element of a B2B branding strategy? Continue reading
Engineers from the Nordic countries may be wizards at turning innovative ideas into reality in everything from sustainable energy to medical devices. But on camera, some can come across a little, uh, uncomfortable. Here’s a quick (and yes, a little dirty) trick to bring the most wooden of engineer-on-video performances to life.
The days of Mad Men-type agencies are gone – and not just because we’ve moved on from casual misogyny and heavy-drinking lunches. The scope of marketing and advertising has expanded, technology has advanced at lightning speed and no one agency can expect to have all the competencies and specialized knowledge necessary to serve all of their clients’ needs. Even large agencies don’t have everything that’s needed for international campaigns across many different platforms. Continue reading
It’s either a CMO’s dream scenario or his/her worst nightmare: The entire marketing department gathered in a workshop and told they should put all their branding ideas on the table – and that every idea is welcome. But how do you extract really useful concepts from it all while ensuring everyone feels their input is valued? How do you get results from a branding workshop?
As the demands swirl around high-performing teams, it gets hard to keep the Big Picture in focus and easy to lose inspiration – particularly with the long-game nature of B2B marketing. Stepping out of the everyday and breaking the routine can be the antidote and team-building events can bring back some of the magic.
I’ve run plenty of B2B branding workshops over the years. Big Ideas come out of them, whether they’re team-building or educational exercises for corporate marketing departments or brand creation/makeover projects of all sizes – but it’s all about picking the winners.
The disciplines and craft of journalism have changed corporate communications – for the better. New opportunities to cut through the noise and engage an audience abound, partly because so many companies still seem to believe that bragging about themselves in buzz words is the best way of making sure their target audience will understand the value of their brand.
Recently, an industrial client asked a question I had never considered before: What is the value of a company’s visual identity? The request came as part of an acquisition process, and he was involved in discussions aimed at determining this value, partly as a component of the acquisition price, and partly to assess whether to continue with or drop the acquired company’s visual identity.
While coming up with a definitive answer to the question is probably beyond any consultant’s capability, I was able to help him think about the issue – and some of those insights are shared below… Continue reading
Is it time to get clearer on exactly why customers should prefer your company?There can be many attributes for which a product, service or entire company wants to be known: Fastest, cheapest, best quality, most features, most reliable, perfect for a specific situation, trusted, great customer service and more – the list of possibilities is endless. Continue reading