This article was originally published by B2B Marketing Magazine in the build-up to B2B Ignite 2018 – the world’s biggest B2B growth marketing event and recommended by entrepreneur.com as one of the top 10 conferences to attend…
There’s a nasty little trap that us B2B marketers can fall into if we’re not careful. A potentially perilous pitfall that can stop us from achieving what our companies pay us to achieve. Worse still, you … Trolls, tribes and a B2B trap to avoid
Ordinary is the enemy
Andy Weir, founder of agency ‘Born + Raised’
“My total impression of any brand is made up of my experience of using it and whatever I have received, digested and accepted from the communications about it. Perhaps most important, my view of a brand’s personality depends on my impression of its competitors. Everything is relative…
How much our brand will appeal to people will depend on its relationships with competitors. This means that advertising [or other marketing communication] objectives must always be set in terms of: the changes desired in our brand; and comparison with other brands.”
JWT Planning Guide
Brand advertising… makes things sellable, rather than selling things directly.
Faris Yakob, Founder – Genius Steals
Bite-Sized Marcomms 