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
In my previous post, in an effort to clear up some of the confusion in the way new terms are being used in the industry, I discussed what Account-based Marketing (ABM) was all about. This time, I’ll attempt to define advocacy marketing.
Advocacy marketing generally describes the idea of promoting (advocating) a product or service, typically where people or brands act as a third party to encourage prospects to buy. The overarching aim is to create trust in your product and your brand, based on the principle that people tend to trust the opinions of those they perceive to be similar to themselves – or to be independent experts in a specific field. Advocacy marketing can be used both to acquire new customers and increase loyalty with existing ones. Continue reading
B2B marketing is full of concepts, abbreviations and keywords. And it can get pretty confusing. That’s why we’ve decided to write a series of blogs, briefly looking at a few of the more bewildering buzz-words and setting the record straight with regards to what they actually mean. The first one of the series is account-based marketing, also known as ABM. Continue reading