In football, there are times when you want your opponent to slide in and try and take your legs out. You want them to commit to a tackle. In fact, you want to seduce them into it. The idea is to make yourself just open enough to seem like they can take the ball off your […]
Inviting the tackle – Velocity Partners Read More »
A lot of B2B marketers are talking about authenticity now. It makes sense. Sure, the internet’s been a good way for anonymous/pseudonymous trolls to spread bullshit. But it’s also been the absolute best way for honest, authentic, well-meaning companies to get known. When I look around at the B2B brands being established online – brands
Brand is no longer bullshit. Read More »
You don’t (I fervently hope) change your company name every day. And when you do need to do something radical with your brand, there aren’t a lot of places to turn to for help. That’s what this mini-series is all about: a front-line, inside-the-tent, warts-and-all, metaphor-mixing account of one company’s name change and the re-branding
Re-naming a B2B company – Part 2 Read More »
As a marketer, you could go an entire career without re-naming and re-branding the company you work for. So if you do find yourself facing this challenge, there aren’t a lot of real-life, front-line, in-depth case stories to help you. This is the first in a pair of posts that will do just that. It’s
Renaming a B2B brand 1: lessons learned Read More »
