Your organisation doesn’t own its brand. It can shape it, manage it, but never own it. That’s because a brand is not what an organisation says it is. It’s what the market believes it to be. It’s a perception developed …
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Category Archives: B2B branding
Many years ago now, whilst I was working at, newly privatised, British Airways, our research team was challenged to understand what it meant to be “branded British”. What does the power of national identification bring to the airline in each …
In the latest in my series of interviews with today’s leading business thinkers I spoke with Thomas Jelley, Corporate Citizenship Manager at support services giant Sodexo. But why, you may wonder, is a B2B marketing research agency like Circle talking …
Every month David Willan interviews leading experts from the world of marketing and B2B. This month David spoke with Jaakko Alanko, one of the true doyens of B2B communications. Jaakko shares insights learned during 40 years in marketing, discusses the …
Every month David Willan interviews leading experts from the world of marketing and B2B. This month David interviews Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA).
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