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Category: Manage your brand and marcomms

  1. An interview with Stephen Cheliotis: CEO, Centre for Brand Analysis

    By Andrew Dalglish -

    Every month David Willan interviews leading experts from the world of marketing and B2B.  This month David spoke with Stephen Cheliotis, Chairman of the Superbrands Expert Councils and Chief Executive of The Centre for Brand Analysis (TCBA).

    Stephen offers some fascinating insights into the world of B2B brands.

    He discusses what makes a strong B2B brand and identifies the benefits that strong B2B brands bring; he looks at how B2B brands may evolve in the future, chooses his own favourite B2B brands and gives his view on whether B2B brands can ever become cool brands.

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  2. B2B SEO: Content is king

    By Andrew Dalglish -

    Life’s hectic.  Sometimes though it’s sensible to take a step back.  To contemplate whether the things we’re doing are the right things; that we’re working not just hard, but smart.

    With this philosophy in mind we’ve partnered with B2B Marketing Magazine to compile a series of benchmarking reports.  Reports which explore different marketing activities and give an insight into questions that we’d all love to know.  How are my peers allocating their budgets?  What tactics deliver greatest success?  How are they tackling key challenges?

    The latest in the series concerns B2B Search Marketing and in this post I’d like to share some highlights.

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  3. The French are stubborn

    By Andrew Dalglish -

    The French are stubborn.  Germans are meticulous.  The British are intelligent.

    National stereotypes are not always fair and should be challenged.  However, they’re also powerful, resistant to change and widely held.  To illustrate, try the following.  Type ‘why do French’ into Google and look at the auto-complete options.  These include ‘…people eat snails’ and ‘…people stare’.

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  4. Are B2B marketers neglecting their brands?

    By Andrew Dalglish -

    Every so often it’s healthy to reflect.  To identify learnings in success and take a pat on the back; to re-classify disappointments as valuable experience; then to focus on future ambitions with renewed energy.

    In doing so it’s sometimes useful to have a catalyst which supports the thought process.  That’s why in early 2009 Circle Research, in conjunction with ABBA and The IDM, launched The B2B Barometer.

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  5. Successfully using research for PR

    By Andrew Dalglish -

    Eye care: Clearly confused” read the headline in Personnel Today.  “Research by Specsavers Corporate Eyecare shows that misconceptions surrounding the display screen equipment regulations are leading to eye care overspend” it continues.

    OK, I don’t really care either.  What is interesting are some dodgy conclusions.

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  6. When and how to use B2B social media

    By Andrew Dalglish -

    Ed Weatherall of the IDM recently likened Twitter to the Emperor’s New Clothes.  It’s surrounded by hype but when we look closely it often has limited relevance in B2B.  This bold position could explain why Ed was Happy Slapped to publicise last year’s B2B Marketing Awards.

    Despite the risk of suffering the same fate I’d like to join the campaign for common sense.

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  7. The 3 I’s of new product development research

    By Andrew Dalglish -

    “If I’d asked people what they wanted they’d have said faster horses” declared father of the motor car Henry Ford.  Fast forward a century to another great innovator, co-founder of Apple Steve Jobs.  “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them”.  If we take these comments at face value they suggest that customer opinion can’t be the source of paradigm shifting NPD.

    But I think Ford and Jobs have been misconstrued; their comments have been taken too superficially.

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  8. Lessons in brand trust

    By Andrew Dalglish -

    I recently stumbled across the Reader’s Digest survey of Britain’s most trusted brands.  One finding jumped out at me.  The most trustworthy margarine is Flora.  “I’ve never trusted a margarine” I thought.  “I trust my doctor, my friends, my local policeman; not a margarine”.  But the idea got me thinking.

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