NRX – a global, enterprise-level software provider – approached Distility for a ground-up rebranding, from brand strategy through to new collateral and a fully redesigned website. Though the Toronto-based software provider had become a leader in its industry, NRX was struggling to commit to a clear brand promise, which was preventing …
Best of Brand Marketing Distilled – 08/26/2011
Best of Brand Marketing Distilled is our weekly distillation of the best of brand marketing and business intelligence. We hope the ideas and articles are fuel your organization’s planning and success. B2B Marketing and Sales This week our focus is B2B branding, marketing and sales. The five links below are …
The Case Against B2B Branding. Why brand if we are B2B?
The CEO looked at us suspiciously. His new VP Marketing had brought us in to support his fledgling effort to rebrand this mid-size life-sciences firm. The firm was doing very well, growing steadily but investing heavily in sales and barely at all in marketing. The office was utilitarian, the board-room …