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Posts tagged “Marketing Communications”

How to market your B2B brand like a pair of pleather pants

My favorite rebranding in recent history is the shift from “pleather” to “vegan leather.” I remember being horrified in high school at the thought of seeing a pleather jacket, let alone wearing one. Today, I proudly own several “vegan leather” pieces – from fashion to office accessories – and don’t blink an eye.

So what has moved pleather from taboo to – dare I say – cool? And what does it mean for your B2B brand? The rebranding of pleather to vegan leather has two things in common with any successful B2B rebrand: using brand ambassadors to help sell your story, and telling that story with a socially responsible mindset.

Use brand ambassadors

More than a decade ago, celebrities and fashion designers used their influence to build acceptance – and favor – for vegan…

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You Can Stand Under My (Brand) Umbrella: 5 Ways Your Parent Company Website Can Work Harder

Before joining Dix & Eaton recently, I worked for a corporation with an array of brands under its umbrella. Through an acquisition, the organization had grown from about eight brands to around 15, and the question came up – should we push the “master brand,” or parent company, now that the company is a powerhouse of brands?

I think the answer should be “yes” for B2C and B2B companies alike.

With industries consolidating and companies acquiring competing businesses and brands, it can be challenging to keep all of the product brands top-of-mind. Promoting the master brand, or parent company, can help build brand awareness and loyalty to key stakeholders, including:

  • Analysts and Media: Recognizing all of the brands that fall within the public company can assist…
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Big Data vs. Intuition in Business Decisions (Part 2)

This post was cowritten by our fall intern, Angela Martin.

The desire to make better decisions as quickly as possible has led to an even bigger push around data and analytics, specifically in making data-driven decisions. But does intuition still play a role? A review of recent commentary suggests there are strong arguments on both sides of the man vs. machine debate. Here are some of the advantages we discovered about intuition-driven decisions. Read our previous installment about the advantages of data-driven decisions.

Advantages of Intuition

1) More opportunity for creativity and curiosity

Data lacks the curiosity and creativity that is necessary in business. In fact, creative breakthroughs often come out of curiosity.

In Fortune article delving into the…

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Big Data vs. Intuition in Business Decisions (Part 1)

This post was cowritten by our fall intern, Angela Martin.

The desire to make better decisions as quickly as possible has led to an even bigger push around data and analytics, specifically in making data-driven decisions. But does intuition still play a role? A review of recent commentary suggests there are strong arguments on both sides of the man vs. machine debate. Here are some of the advantages we discovered about data-driven decisions. Read our follow-up blog about the advantages of intuition-driven decisions.

Advantages of Big Data

1) Measures what’s hard to measure

Big data gives companies the opportunity to show hard numbers, ROI and even sentiment. You can’t analyze a gut feeling, but big data provides statistics that can lead to better…

Continue Reading Big Data vs. Intuition in Business Decisions (Part 1)