B2B companies face a unique set of branding challenges, including sales-driven cultures and focus on short-term returns. Ray George shares solutions to addressing these obstacles and tips to guide branding strategy and tactics.
Branding Perspectives
Brands are not optional – whether and how you choose to manage them is. With the internet and social media, customers have an unprecedented ability to learn about your brand and form opinions before they ever visit your website or step foot in your store. HawkPartners consultants work with you to develop compelling brand strategies that align with your business’s values and resonate with your customers. Read our perspectives to learn more about our views and dive deep into understanding how you can unlock your brand’s value to communicate to your consumers. For more, explore what we offer in our branding services.
HawkPartners’ latest Marketing Leadership breakfast welcomed Paul Alexander, CMO of Eastern Bank, to share his experience and insights about building a mission-driven brand strategy.
Jonathan Hollenberg addresses how maintaining a brand’s reputation now requires upholding a brand’s values beyond just its employees.
What is it about the 15-year-old Geico ads that have enabled them to have such staying power? We explore three reasons their ad campaigns continue to stand out.
Routine brand check-ups can help avert a public colonoscopy – how KFC’s approach to brand health turned a chicken shortage into a branding case study for the ages.
Nike took a risk by using Colin Kaepernick in its recent “Just Do It” campaign. Will the forces that convinced Nike to make this bold move help the brand weather the sea of negative push back or will the naysayers break the brand that has been a staple since 1964?
Is your brand equipped to respond to a more socially engaged constituency? Chief Marketing Officers on a recent HawkPartners panel offer tips to guide your strategy and tactics.
In addition to grounding themselves in their values and purpose, brands can better prepare to navigate unexpected roadblocks in today's politically charged environment.
Alex Ain uses chat bot user experience (UX) research to highlight the importance of incorporating brand across digital communication channels.