Business to Business Brand Change Manifesto
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Transcript of Business to Business Brand Change Manifesto
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Why business brands are boring and what we can do to save them
Justin Hannemann
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Business brands operate in a very different world to
consumer brands...but share a lot in common
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$$$
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Long and complex sales process
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There can be many steps
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The target audience is small including people with conflicting goals
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Relationships matter a lot
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Communications are generally confusing
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IT Solutions Limited is a dynamic and progressive young company with a clear objective that is to provide our clients with innovative and cost-effective business solutions through the efficient deployment and integration of information technology.
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‘BUSINESS SOLUTIONS’
NEXT EXIT
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Business Business brands must change to survive
2
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Competition forces differentiation
• Competition increases over time• Increased competition means that businesses
must differentiate• Differentiation in more than just product is
important because products can be easily replicated
• Brand helps establish sustained long term competitive advantage
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The business to business trap
1. PRODUCT AND DISTRIBUTION
2. SALES
3. CONTENT AND COMMUNCIATIONS IS AN AFTERTHOUGHT
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86% of B2B
buyers see no significant difference between suppliers worth paying for
Source: US business to business research 2012 (Corporate Executive Board)
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Brands that connect on an emotional level are twice more likely to get their business
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57% of the
purchase process is completed before buyer speaks to the seller
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Business customers will pay more for reliability than anything
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Some business brands are changing the way they connect
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Where face to face contact is important
– events must be done well
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Customers tell great stories and help build trust and
reputation
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So in summary…
• Business brands are boring but we can change this
• Look at brands like Intel, SAP and Salesforce for how to connect
• Don’t let Product and Sales dominate the marketing mix
• Create emotional connections through rich content that is engaging