B2B Branding Pitalls
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- title
- B2B Branding Pitalls
- author
- Bernard Szlachta (NobleProg Ltd)
</slideshow>
What usually goes wrong? 。
- Brand is too general
- Wrong connotation
- Brand campaign looks successful but target wrong audience
Who controls the Brand 。
A brand is in the mind of the customers
- Osram (Polish: defecate)
- Gift, a US trade magazine (German: poison)
Brand Awareness and Brand Relevance 。
e-on 。
- e-on, German utility
- A. Schwarzenegger campaign
- recall 93% but 22.5 million invested resulted spending 20500 per customer, 1100 customers signed up giving profit 600 EUR a year
BASF 。
- 2006 campaign
- "We don't make it, we make it better"
- example of big awarenesses - poor relevance
- awareness among a group of people who are not customers nor will pull the demand
Don't look from insider perspective 。
- the only one way to test what image the brand will or makes in people's mind is to ask outsiders
Can outsiders do your job 。
- You can hire consultants, but branding is top strategic decision
- Don't outsource strategic decision regarding branding
- Agencies are useful for consulting, reviewing and implementing your strategies
