Comments on: Effective b2b Marketing Follows Branding http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/ Content Marketing, SEO Copywriting, Blog Consulting Wed, 17 Mar 2010 19:07:43 +0000 hourly 1 By: Business Model Innovation Comes before Branding and Marketing : Word Sell, Inc. http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28890 Business Model Innovation Comes before Branding and Marketing : Word Sell, Inc. Thu, 09 Jul 2009 12:29:27 +0000 http://www.wordsellinc.com/?p=2186#comment-28890 [...] I wrote about the necessity of working out branding strategy before starting a marketing program. But there’s another step that must come ahead of branding - defining a business model [...] [...] I wrote about the necessity of working out branding strategy before starting a marketing program. But there’s another step that must come ahead of branding – defining a business model [...]

]]> By: Brad Shorr http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28209 Brad Shorr Thu, 02 Jul 2009 13:07:32 +0000 http://www.wordsellinc.com/?p=2186#comment-28209 Kay, You give organizations much to think about. These are challenging observations that successful companies must deal with. Meryl, Superb article - (I just Tweeted it), with rather startling results. I guess I'm not surprised that so many taglines/elevator speeches go in one ear and out the other. They all sound the same! Kay, You give organizations much to think about. These are challenging observations that successful companies must deal with.

Meryl, Superb article – (I just Tweeted it), with rather startling results. I guess I’m not surprised that so many taglines/elevator speeches go in one ear and out the other. They all sound the same!

]]> By: Meryl K. Evans http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28208 Meryl K. Evans Thu, 02 Jul 2009 12:50:16 +0000 http://www.wordsellinc.com/?p=2186#comment-28208 Excellent post, Brad. It's still good for a b2b to have all that on their web site, but not make it the focal point. Instead, it needs to have a clear tagline, slogan or something that clearly communicates what makes the different and what they do. I've seen too many terrible taglines that could apply to any business. Learned that very well when I did the research on this article. http://tr.im/enjpitch Excellent post, Brad. It’s still good for a b2b to have all that on their web site, but not make it the focal point. Instead, it needs to have a clear tagline, slogan or something that clearly communicates what makes the different and what they do. I’ve seen too many terrible taglines that could apply to any business.

Learned that very well when I did the research on this article.
http://tr.im/enjpitch

]]> By: Kay Plantes http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28207 Kay Plantes Thu, 02 Jul 2009 12:47:47 +0000 http://www.wordsellinc.com/?p=2186#comment-28207 Clients always want to talk about their attributes versus benefits they offer when we are involved in business model innovation. That's why I like the word value promise (versus proposition). It forces outside in thinking which is critical for business model innovation. The other thing that is REALLY hard for companies to see is their true or potential core competency--the mega skills that cuts across the organization that enables them to offer benefits that matter and move into new markets. It's like fish trying to see water. Companies, especially with long track records, cannot see the mega skill that has enabled their company to succeed. So they make the assumption that it was a certain strategy that created success and then hold too long onto strategies that no longer fit the market. Or they fail to invest to keep their skill unique. By the by, how do you get your picture in a comment? Have a good day. Clients always want to talk about their attributes versus benefits they offer when we are involved in business model innovation. That’s why I like the word value promise (versus proposition). It forces outside in thinking which is critical for business model innovation. The other thing that is REALLY hard for companies to see is their true or potential core competency–the mega skills that cuts across the organization that enables them to offer benefits that matter and move into new markets. It’s like fish trying to see water. Companies, especially with long track records, cannot see the mega skill that has enabled their company to succeed. So they make the assumption that it was a certain strategy that created success and then hold too long onto strategies that no longer fit the market. Or they fail to invest to keep their skill unique.

By the by, how do you get your picture in a comment?

Have a good day.

]]> By: Brad Shorr http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28205 Brad Shorr Thu, 02 Jul 2009 11:59:02 +0000 http://www.wordsellinc.com/?p=2186#comment-28205 Hi Kay, That's a very good point (and I am loving your book, BTW). From a communication standpoint, clients often have a difficult time expressing their value from their customers' point of view, even when they fully understand it. Do you find the same phenomenon at the strategy level, as you help organizations define their business models? Hi Kay, That’s a very good point (and I am loving your book, BTW). From a communication standpoint, clients often have a difficult time expressing their value from their customers’ point of view, even when they fully understand it. Do you find the same phenomenon at the strategy level, as you help organizations define their business models?

]]> By: Kay Plantes http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28147 Kay Plantes Thu, 02 Jul 2009 01:05:17 +0000 http://www.wordsellinc.com/?p=2186#comment-28147 Great post Brad. There are "gimmes"--the things you must have just to be considered. Success comes as you say from a distinctiveness---I'd call it your value promise---that differentiates you from competitors and makes your target have to listen to you as your promise is not only unique but highly relevant or compelling. But never ever define your value promise as an attribute e.g., convenient and innovative. Define your value promise as a benefit that really matters e.g., we save you time and make your day frustration-free (versus convenient) or we can help you increase your revenue (versus we are innovative). Convenient features and services (your innovations) then becomes your proof that you can deliver on your promise to save time and frustration (grow their revenue using your innovations). This may sound subtle but the difference is significant. I can say "I'm sorry but I have enough convenience with my bank so I'm not going to consider you" (or, "I have enough innovation with my vendor so I am not going to change vendors) but I will never say, "I have enough time" ("We have enough revenue). So we listen. Read my blog to learn more about value promises http://www.plantescompany.com/blog/ Great post Brad. There are “gimmes”–the things you must have just to be considered. Success comes as you say from a distinctiveness—I’d call it your value promise—that differentiates you from competitors and makes your target have to listen to you as your promise is not only unique but highly relevant or compelling.

But never ever define your value promise as an attribute e.g., convenient and innovative. Define your value promise as a benefit that really matters e.g., we save you time and make your day frustration-free (versus convenient) or we can help you increase your revenue (versus we are innovative). Convenient features and services (your innovations) then becomes your proof that you can deliver on your promise to save time and frustration (grow their revenue using your innovations). This may sound subtle but the difference is significant. I can say “I’m sorry but I have enough convenience with my bank so I’m not going to consider you” (or, “I have enough innovation with my vendor so I am not going to change vendors) but I will never say, “I have enough time” (“We have enough revenue). So we listen.

Read my blog to learn more about value promises http://www.plantescompany.com/blog/

]]> By: Brad Shorr http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28096 Brad Shorr Wed, 01 Jul 2009 14:24:43 +0000 http://www.wordsellinc.com/?p=2186#comment-28096 Karen, You and I think so much alike I sometimes wonder if we share the same brain, which would make a really weird sci-fi-marketing video. :) One of my friends in industrial sales used to jokingly describe himself to customers as "Me Too Less Five Percent." Unfortunately, it was rather black humor, because customers would in fact drive him into that exact position. I've got some posts coming up that will address this issue in more depth. Business model differentiation is the challenge of our time. Karen, You and I think so much alike I sometimes wonder if we share the same brain, which would make a really weird sci-fi-marketing video. :)

One of my friends in industrial sales used to jokingly describe himself to customers as “Me Too Less Five Percent.” Unfortunately, it was rather black humor, because customers would in fact drive him into that exact position.

I’ve got some posts coming up that will address this issue in more depth. Business model differentiation is the challenge of our time.

]]> By: Karen Swim http://www.wordsellinc.com/blog/marketing/branding-marketing-strategy/comment-page-1/#comment-28095 Karen Swim Wed, 01 Jul 2009 13:54:21 +0000 http://www.wordsellinc.com/?p=2186#comment-28095 Hi Brad, this is an area where so many companies struggle. In my work with companies of all sizes, the majority fail to clearly articulate a distinctive brand, and often don't have a clear sense of what "brand" really means. The sad part is that so often they market the "me too plus" way and the distinction is right under their nose and they miss it. Hi Brad, this is an area where so many companies struggle. In my work with companies of all sizes, the majority fail to clearly articulate a distinctive brand, and often don’t have a clear sense of what “brand” really means. The sad part is that so often they market the “me too plus” way and the distinction is right under their nose and they miss it.

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