B2B Brand Strategy – Higher At Work

Developing a compelling Brand story: A case study

In

Three months ago, a potential client came to me with a concern that many established brands share. They needed to plan their marketing mix for the coming year and felt they did not have a clear understanding of their ideal customers and brand positioning. There was some frustration as an [...]

Developing a brand strategy that sees the light of day!

In

A brilliant strategy is useless if your team and leadership do not rally behind it. As a brand owner, your priority is to build a powerful brand that helps increase market share, premiums and build customer loyalty as well. But it is easier said than done. You face multiple challenges [...]

27 Dec

All Purchases are Emotional

In

Like most decision making, our purchasing behaviours are driven by emotion. This is true even in categories that are seen as purely functional, or the dreaded ‘commodity’ type! Even when the product benefits for the customer seem purely functional, there is an emotional payoff that he receives from that functional [...]

7 Dec

Customer Journeys: Bane or Boon?

In

All marketers talk of customer journeys. They are immensely useful to design effective solutions for different customer groups at various touch points. When understood well, customer journeys can help effectively deploy marketing budgets and activities to achieve business objectives. Deep insights into customer journey can help us understand various need-gaps [...]

27 Nov

Humanising Brands is crucial to Brand Strategy

In

Brand Personality can provide the key to an effective marketing strategy. It is often thought of as a fuzzy 'tone and manner' concept that only the creative and content teams need to work with. What many marketers miss is how powerful and useful a tool it is to plan all [...]

15 Nov

The importance of focussing on select target customers

In

In the world of marketing, it's often assumed that the larger your target audience, the better your chances of success. However, this is a misconception that can lead to wasted time, resources, and ineffective marketing campaigns. The truth is, a broader audience makes it more difficult to identify the target [...]

5 Jan

B2B technology brand positioning: A collaborative approach

In

How are your customers are changing and adapting to the new ways of living and working? Can you help them with your products, services and communication? Are you finding it difficult to differentiate your offerings in a highly competitive market? Why would your customers choose you over others? Technology has [...]

16 Dec

Understanding India’s success with Polio Elimination

In

As the world gears up to rollout the Covid-19 vaccine, we revisited our learnings from studying a successful immunization program in India. Polio eradication strategy was a global one, driven by powerful stakeholders from the developed world. The Government of India, in aligning with the global goal for Polio elimination, concentrated [...]

7 Dec

Brand differentiation through listening deeply

In

Top tip to create powerful #brand propositions for your stakeholders. Listen deeply, ask earnestly and draw from wisdom of all. Time and again, listening to small groups of loyalists has led us to most relevant and powerful #propositions for our clients. Internal conversations, expert inputs and desk research provide a macro understanding of trends [...]

2 Dec

Brand personality for B2B technology brands

In

We love our technology. We love the technology we develop even more so. It, usually, is one of its kind and solves a major problem for the potential users and customers. Then we start selling it and are incredulous when customers bracket us with so many other available options and [...]

Category: B2B Brand Strategy

Developing a compelling Brand story: A case study

Developing a brand strategy that sees the light of day!

All Purchases are Emotional

Customer Journeys: Bane or Boon?

Humanising Brands is crucial to Brand Strategy

The importance of focussing on select target customers

B2B technology brand positioning: A collaborative approach

Understanding India’s success with Polio Elimination

Brand differentiation through listening deeply

Brand personality for B2B technology brands

May We Suggest?