branding Archives

Why you should fix your brand credibility before your visibility [video]

We marketers spend a lot of time making our brands visible. Before you do that though, make sure your brand is credible before you make it visible. Here are 4 ways to increase your brand credibility. What your brand stands for is important, but it's not important if you're not being considered. You need first to be in the considered set of companies or brands like yours, or as I like to say, 'positioned in the category'. In plain English, what people think about you doesn't matter if they're not thinking about you. We absolutely need to READ MORE ›

2020-06-03T11:03:48+10:00By Hugh Macfarlane|B2B marketing blog, Strategy, Tactics|

Demand beats Brand (but only to a point)

Get your copy of our 2014 Sales and Marketing Alignment Report In B2B marketing, demand is more important than brand, but only to a point. So, can you have too much demand? If you have listened to some of my recent blogs, you know that in 2005 we published the first of our landmark reports into alignment. What we learned then has shaped much of the debate on the topic of alignment ever since. In 2014 we published the 2013 refresh of the landmark alignment research. What we learned about training, process, automation, structure, tactics, demand generation, READ MORE ›

2020-06-03T11:07:57+10:00By Hugh Macfarlane|B2B marketing blog, Strategy, Tactics, Velocity|

The Changing Role of your Brand in Demand Gen at DemandCon 2012

As Director of Align Marketing, Michelle Martin’s expertise in brand, marketing alignment and impact strategies has never been more important to her clients given the majors shifts we see in marketing today. At DemandCon 2012 her intimate knowledge, recognized by her Chicago Athenaeum ‘2011 Good Design Award’ for the global rebranding of StepStone Solutions, will be on display during her dynamic workshop ‘The Changing Role of your Brand in Demand Gen’. Michelle will explore what is meant by brand personality and why it must sit at the heart of your business, not just the heart of marketing. Using entertaining READ MORE ›

2020-06-03T10:57:25+10:00By Hugh Macfarlane|B2B marketing blog, Tactics|