Twisk

A single corporate B2B brand architecture, or multiple product brands? Brand architecture in B2B marketing isn’t as tricky as everyone tries to make it. Just try to be a bit more Robbie Williams. (Nine words I never thought I’d write…) “Hi Scot, thanks for seeing me. I thought you could help us run a few […]

25 years of B2B brand marketing. Count them, one, two, three… never mind. It’s a lot. It’s a B2B brand marketing silver jubilee. The last time we had a silver jubilee in the UK, they closed the streets and forced everyone to drink tea and eat Gentleman’s Relish until they were sick. We’re hoping for […]

Measuring brand value requires foresight. Some businesses have it. But in B2B marketing, not many. It’s possible for a brand value of a name to be worth more than all the fixed assets in a business. Actually, it’s desirable. But is it achievable? “Scot, can I speak to you about brand value?” “Sure, how can […]

Brand differentiation is  about your brand being different. It’s literally that simple. So, in the search for brand differentiation, why are most B2B marketing organisations so compelled to follow the same processes, in the same way, to achieve the same outcomes? “Hello, am I speaking to Scot McKee?” “Yes, Scot speaking.” “Great, I’d like to […]

The Brand Promise is more about consistency than conception in B2B marketing. If you’re not asking the question, ‘What’s our brand promise’, daily, and reminding each other what it is and why it’s important, you’re doing something wrong. “Hi Scot, thanks for seeing me. I’m thinking about changing our brand promise.” “Don’t do that.” “Oh, […]

Trying to understand B2B Brand Segmentation? We’re here to help. The challenge of brand segmentation, fragmentation and, crucially, how to impress the ladies with an improbable LinkedIn title, is proving troublesome for many people in B2B marketing. This is partly because B2B branding and market segmentation strategies can be complex. Mainly though, it’s because LinkedIn […]

How do you use content filtering to separate good B2B content from bad, quality content from noise? It’s important to build content filtering into your B2B marketing strategy. Good content creates thought leadership, establishes your brand as a subject specialist and creates valuable opportunities for customer engagement. There. That doesn’t sound too hard, does it? […]

In the battle between project cost control and creative value, it’s often cost control that wins. “Hi Scot. We’ve been discussing your proposal for the Brand Positioning Project and we’re concerned about cost control – we’re not sure where you got those costs from.” “Again.” “Excuse me?” “You’re concerned about cost control, ‘again’. You’re always […]

As the B2B brand marketing community and brand owners increasingly complicate brand architecture, it’s easy to forget there’s an alternative… “I love your brand architecture and positioning Scot. It’s so, you know… ‘you’.” “Eh, thanks. I’ve learned to do ‘me’ quite well in the last 30 years.” “Oh, but you have layers here. Layers and […]

B2B Marketing automation could have potential – if it didn’t suck so badly. Is marketing automation completely beyond the capability of the B2B marketing department? Are we destined to receive automated spam forever? Or is there a glimmer of hope…? “Sir, can you give me an example of good brand marketing automation?” “No. Marketing automation […]