Our thoughts on all things brand related.
New views on entrepreneurship from Harvard Business School
Last night I participated in a panel discussion hosted by The Economist and Harvard Business School on the state of entrepreneurship. In attendance was a stellar crowd of business luminaries, venture capitalists and entrepreneurs running all kinds of businesses. On the panel were executives from dynamic organizations such as Zipcar, Aspen Aerogels and Care.com. After a quick case to get the juices flowing, the group had a fantastic discussion. Some important insights emerged that I believe are noteworthy for companies large and small.
Innovation and brand-building: tips for B2B marketers
By Denis Riney
Innovation is perhaps the most overused word in B2B marketing. Whether it’s information technology, medical devices, industrial equipment or professional services, we find brand-builders returning over and over again to innovation as the core promise that will set their company or product apart from the rest of the pack.
But does being perceived as an innovator truly drive brand preference and ultimately purchase decisions? In this article, we focus on what we’ve discovered about the meaning and relevance of innovation to B2B buyers and how marketers can infuse these learnings into their brand-building efforts. Continue reading
Finding opportunity in perceived threat
With the holiday season upon us, we’re taking a look at one of the big hit gifts of the last few years and how a leading industry company leveraged it to create a brand-building opportunity. Continue reading
Hero Brands, Part II – The difference between “hero” and “zero.”
In my last blog entry I noted that some brands have taken on a certain leadership role in society. They have become today’s heroes – supplanting individual luminaries in that role – and as a society we’ve become very comfortable with the idea of turning to them for invention and innovation.
What does this mean for businesses today? It’s both an opportunity and a potential trap. Reaching the brand status of an Apple or a Google is certainly a worthy goal, but first we must ask what makes one brand a “hero” and another a “zero.” Continue reading
Hero Brands, Part I – The rise of brands as respected leaders
Having had one of the big “oh” birthdays this year, I’ve reached an age at which I find myself reflecting on how the world has changed since I was a kid. One thing that has struck a chord with me is how much we follow and look to big companies for new ideas. Brands have become our heroes.
