B2B More Human launches with webinar
B2B marketing has long been viewed as B2C’s less sexy cousin. Cold, clinical and cognitive, its preoccupation with product-driven campaigns …
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May 10, 2024
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markmaking*
Archive
The value of brand values in B2B
V is for…Values In the July 2002 edition of the Harvard Business Review, Patrick M. Lencioni cites the published values …
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August 23, 2023
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markmaking*
The universal truths behind the best B2B
U is for…Universal Truths “The truth is always the strongest argument” Sophocles It might seem a bit much to kick …
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July 27, 2023
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Mike Watson
Going Jargon-Free in B2B
J is for…Jargon-free “From the beginning, Virgin used clear, ordinary language. If I could quickly understand a campaign concept, it …
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June 26, 2023
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markmaking*
Brand curiosity in B2B marketing
C is for…Curiosity “Curiosity and creativity are never far apart. You need to be curious to identify problems worth solving, …
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May 24, 2023
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markmaking*
Emotional branding in B2B marketing
E is for…Emotion A tale of misconception Think B2C and it’s all about the feels. Think B2B and it’s all …
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March 15, 2023
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Alastair Williams
Brand humour in B2B marketing
H is for…Humour Next up in our A-Z of B2B is H for Humour. Okay, okay. We all know B2B …
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March 15, 2023
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Alastair Williams
mark-making* presents…The A-Z of B2B brand building
B is for…Blanding It’s a made-up word, and I’m sure we won’t have been the first to have thought of …
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December 6, 2022
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Alastair Williams
mark-making* presents…The A-Z of B2B brand building
Welcome to the first of, you guessed it, 26 posts in our A-Z of B2B brand building; an insight-packed alphabetical …
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October 28, 2022
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Alastair Williams
To refresh or rebrand? That is the question.
For any business looking to thrive over the long-term, it’s well recognised that a strong brand identity is vital. As …
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September 29, 2022
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Alastair Williams
B2B brand building & why consistency rules
Knock knock Who’s there? It’s me, in my first summer after graduating university. I’m in the US, tapping nervously on …
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June 23, 2022
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Alastair Williams
B2B Brand Building: an interview with Simon Martin, Pepper Money
In the seventh in our series of interviews on brand building, Zoë speaks to Simon Martin, Marketing Director at Pepper Money, about purpose as a commercial imperative and successfully navigating the global pandemic with a brand compass.
October 29, 2021
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Zoe March