This week on Brand Matters, we sat down with Kevin Grady, Global Director of Content and Design, to discuss how a brand can set itself apart in today’s crowded marketplace, and how to create “beautiful tension.”
#B2BNow study draws on nearly 9,500 consumer respondents, 450 business decision makers, and 64 B2B-focused brands. The research determines how familiar consumers are with the brands, how connected they feel to the brands, and the impact this has on B2B decision makers.
Pity Tim Cook. Galleons of armchair pundits watch his every move, and use each Apple announcement—no matter how minor—to decry Apple’s strategy and attempt to pull the company (and valuation) down from its lofty stratosphere.
I was surprised by the latest rumor that Apple would acquire headphone company Beats for more than $3 billion. But I was not surprised by the lightning fast response: bloggers, analysts and technologists claiming it as proof that Apple had lost its way and that Apple was losing its luster.
Indeed, unlike B2C, B2B offerings rarely warrant fresh, emotive names. The concern has been that emotive names would dilute attention from their master brands. In addition, they typically represent deeper investments due to costs related to development, branding, and intellectual property management. As a result, the most economical approach has been to emphasize industry standard language.
Recently, I had the opportunity to speak at the CMO Club Thought Leadership Summit in New York City—a yearly gathering of some of the world’s leading marketers. Joined by Siegel+Gale client Marty Homlish, Chief Experience Officer at HP, our topic was The quest for simplicity: The next frontier for brands.
We’re saddened at Siegel+Gale by the passing of branding giant Wally Olins.
Recently, my husband and I booked our third annual pilgrimage to Las Vegas, where we’ll continue our tradition of sampling exotic cuisine, taking in a lively show and hitting the penny slots (hey, big spender!).This year, in addition to some delightful R&R, I’m giddy with joy at the prospect of flying across this great land of ours on JetBlue.Let me explain
We’re thrilled to see that EY referenced our Global Brand Simplicity Index research in its recently published Global Consumer Banking Survey—a report that includes responses from 32,000+ retail banking customers across 43 countries.