Twisk
Anyone in B2B marketing can write a list of product functions, but it takes an artist to narrate fiction. It’s easy to identify the need for creative B2B copy, but not so easy to switch from mundane product description to distinctive brand communication… “I’m calling about the creative B2B copy you sent us for client […]
‘Hi, I’m part of the Google Brand Cloud Platform (GCP) team. You were invited to participate in an exclusive program with GCP.’ ‘We recently sent you a package via FedEx with a free B2B gift and wanted to make sure you didn’t miss it. We would like to facilitate a meeting to better understand your […]
In an age of unlimited B2B marketing content and endless opportunity to capture data, how do you protect your brand image and where do you draw the line? Where are the brand image boundaries? What should and shouldn’t be posted? “So, when you’re on the train Scot, you really don’t feel guilty about posting pictures […]
The phone was still ringing at Twisk HQ. I swiped to accept the call and recognised the voice of someone trying to save their B2B budget. “Hi Scot, good to speak to you again. Sorry it’s been a while, but I’m in a new role now, new B2B budget and I think I may have […]
“Why do we need to position our brand? We already have brand positioning, why do we need to reposition it?” “Well, I know you’re the CEO, but your Marketing Director thinks your B2B marketing strategy and brand positioning are in need of some attention.” “I don’t see how that’s relevant.” “It’s relevant for two reasons […]
“I came across your consultancy and I was really impressed, it occurred to me that the conversations we’ve been having in-house is how we make our b2b cloud “sexy.” Please let me know if this is something you can help with.” “I’m exhausted. You’re the 5th B2B agency I’ve seen today. And the last one […]
The CEO was talking about his brand awareness. Everyone should have been listening, but they were all stifling yawns. I’m invited to speak to companies about their business brand awareness fairly regularly these days. I think it has something to do with my greying temples and ever receding hairline. There comes a point when you […]
As I floated in the pool minding my own business, an American fellow poolside vacationer conveyed his 4 second brand story. He also told me his entire life stort, but the 4 second brand story had started with the most recent events in his life and he was working progressively backwards without pausing to draw […]
There are some words that should simply be banned from brand positioning and purged from the lexicon of B2B marketing. ‘Agile’, for example. Agile is a word that only the confused, stupid or incompetent apply to brand positioning. The true definition of agile would surely include a degree of dexterity. A certain graceful flexibility. A […]
Are we finally making progress towards more creative and emotional brand communications in B2B? Well, yes, and no. The value of an emotional brand to its audience shouldn’t be underestimated. Properly nurtured, it can prove to be a lifelong (and commercially profitable) relationship. I’ve written at length about the affinity of some consumer brand advocates […]