https://training-course-material.com/index.php?action=history&feed=atom&title=B2B_Branding_PitallsB2B Branding Pitalls - Revision history2026-04-12T17:49:57ZRevision history for this page on the wikiMediaWiki 1.45.1https://training-course-material.com/index.php?title=B2B_Branding_Pitalls&diff=22218&oldid=prevCesar Chew at 17:56, 15 September 20142014-09-15T17:56:07Z<p></p>
<p><b>New page</b></p><div>[[Category:Brand Management|07]]<br />
[[Category:Private]]<br />
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<slideshow style="nobleprog" headingmark="。" incmark="…" scaled="true" font="Trebuchet MS" ><br />
;title: B2B Branding Pitalls<br />
;author: Bernard Szlachta (NobleProg Ltd)<br />
</slideshow><br />
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== What usually goes wrong? 。==<br />
* Brand is too general<br />
* Wrong connotation<br />
* Brand campaign looks successful but target wrong audience<br />
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== Who controls the Brand 。==<br />
A brand is in the mind of the customers<br />
* Osram (Polish: defecate)<br />
* Gift, a US trade magazine (German: poison)<br />
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== Brand Awareness and Brand Relevance 。==<br />
=== e-on 。===<br />
* e-on, German utility <br />
* A. Schwarzenegger campaign<br />
* recall 93% but 22.5 million invested resulted spending 20500 per customer, 1100 customers signed up giving profit 600 EUR a year<br />
<br />
=== BASF 。===<br />
* 2006 campaign<br />
* "We don't make it, we make it better"<br />
* example of big awarenesses - poor relevance<br />
* awareness among a group of people who are not customers nor will pull the demand<br />
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<br />
== Don't look from insider perspective 。==<br />
* the only one way to test what image the brand will or makes in people's mind is to ask outsiders<br />
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== Can outsiders do your job 。==<br />
* You can hire consultants, but branding is top strategic decision<br />
* Don't outsource strategic decision regarding branding<br />
* Agencies are useful for consulting, reviewing and implementing your strategies</div>Cesar Chew