There has been a lot of rhetoric recently about how branding has changed in the modern era. For example, there is a mantra about the importance of our brand’s purpose to customers. And then there is the notion that customers ‘engage’ with our brands. A short while ago, I put those modern brand theories to the test, with the help of 19 topless northern men. They cleared things up for me quite nicely… … The 4 brand lessons I learned from 19 topless northern men

In a few minutes I’ll share a nasty little curse that can harm us B2B marketers if we’re not careful. I’ll show you some of the tell-tale signs that you’ve been afflicted by it, offer some ideas on how you can rid yourself of it and provide a suggestion of where I think the curse may come from. Warning: it might be YOUR fault! 😉

I’ll get to all of that in a moment, but first, Tom Cruise… … Beware the curse of B2B marketing

At the end of this post (which was originally published by B2B Marketing Magazine just before the start of Europe’s 2018 football seasons), I’m going to share a few analogies that have always helped me as I’ve sought to build and reinforce B2B brands. But before I get to them, I’m going to share both a warning and, right now, an apology. … Some helpful analogies for B2B brands (and a potentially offensive warning)