It’s a jungle out there. Today, we’re inundated with sustainability propaganda in a climate where more companies are turning to Corporate Social Responsibility (CSR) reports to make their statements – but is it all just greenwashing? The Global Reporting Initiative (GRI) sustainability reporting standards is one way to gain credibility.Continue reading
The bridge between product development and bringing a product to market can be a tricky one to cross. Without due care, the hard work of engineers can be lost in a sea of marketing messages. Technology expert Mogens Abel-Bache shared some insights with me into how marketers can help tech companies get their products into the hands of the people it’s designed to serve.Continue reading
It’s nearing the end of February and that new year resolution to get fit is starting to fizzle. But the year is still young and it’s not too late to start planning your next content marketing move. Here are six handy tips to help flex your content marketing muscles.Continue reading
Brexit is front page news – and all the media coverage has made me wonder: what impact might it have on European B2B marketers? I considered the evidence, made some guesses – and came up with seven possible consequences for European marketers doing business in the UK.Continue reading
For today’s B2B brands, there is a key element to help you forge strong connections with your customers. Humans.Continue reading
Many companies are still reeling from the tightened requirements for subscriber consent in marketing. The turbulence that accompanied the full implementation of GDPR has prompted some less-than-ethical marketers to devise creative ways to prevent users from opting out or unsubscribing. The assumption being that un-willing subscribers are better than reduced list sizes.
But making it simple to leave is part of the equation for convincing people to stay.
I doubt that anyone outside of Canada recognizes the slogan ‘We the North’ or thinks that it has any particular marketing magic. But for millions of Canadians it resonates deeply and spurs them to open their hearts and wallets – proof that local know-how matters in marketing.
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.
Monitor Deloitte’s Camilla Marie Thiele shares her perspective on why business innovation is important for the sustainability agenda and how storytelling can inspire other companies to follow.
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