B2B Branding Pitalls

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title

B2B Branding Pitalls

author

Bernard Szlachta (NobleProg Ltd)

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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