B2 B Marketing Excellence Asset Brand Overview
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The B2B Marketing Excellence Asset BrandSM Program supports companies that are committed to leveraging brand through strategic shifts in their corporate strategy.
![New Market Realities Competitive Advantage Has Never Been Harder ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Only companies that transform their brands into long-term competitive assets will survive and thrive.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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B2 B Marketing Excellence Asset Brand Overview
- 1. Asset Brand SM Program Driving Shareholder Value Turning Your Brand into a Competitive Asset www.B2BMarketingExcellence.com
- 6. Asset Brands SM are Experience-Based Traditional Brand Program Asset Brand Program
- 7. Building the Asset Brand SM Brand Strategy and Brand Platforms engage executive teams in critical strategic decision-making before hiring vendors and beginning creative production.
Notes de l'éditeur
- B2B Marketing Excellence uses a proprietary brand strategy framework called an Asset Brand : A multimedia, social, evolving and consistent identity for your company Vision and values-based, an expression of the corporate DNA That is… Aligned with the corporate business strategy Capable of engendering loyalty and enthusiasm Alive through the actions of your employees, how you look, and what you say It is not unusual to associate a brand with the logo. The logo is designed to trigger a brand reaction , but especially in the age of social multimedia, the brand is so much more than the logo, it’s the audience’s thoughts and feelings when they experience all your company produces. Rarely do we hear people talk about a company’s logo. They will identify the logo, but more importantly, their opinion of your company is based on the thoughts and feelings they have based on the experiences they have had with your company. The combined impact of these experiences define who you are in their minds. The experience is what gets talked about long after the newness of the logo and visual identity wears off . Where as the visual elements help them recall that experience.
- Asset Brands are more powerful in the modern era where technology, social media, mobile platforms and other economic disruptors present companies with constantly moving competitive challenges. Anyone and everyone can become an opinion leader and reach a global audience with positive or negative messages that stay on the internet in perpetuity. It is dynamic instead of static Captured by multi-media, social media, and other visual and verbal elements It is owned by the CEO in partnership with the CMO and other executives CEO actively demonstrates and lives the brand on behalf of business and shareholders It is an element of the corporate business strategy The Brand Strategy is developed to further the company’s business goals , not just its market awareness It’s authenticity is based on values and experience It’s power is based not on font size, but on employee and stakeholder understanding and alignment
- In fact, if you look at strong brands in every industry the logo is just the tip of the ice berg in terms of where the meaning of the brand comes from. It’s really 1000’s of small gestures by everyone in the company that lead to a strong brand.
- B2B Marketing Excellence has developed a propriety methodology for building an Asset Brand SM that aligns with the corporate business strategy and becomes a key contributor to corporate success. Our methodology is efficient for time-strapped executives and precisely focused on building relevance for customers and achieving the company’s business goals. Each part builds on the other to make best use of limited resources and budgets. If our client has already invested or chosen vendors in some portions of the process, we will support the other areas so that the total outcome results in an Asset Brand. We are flexible and agile so our customers can keep running their businesses while we help them build their brand into a competitive asset. Asset Brand Goals: Brand effectiveness in highly competitive markets through the “Big Strategic Idea” Unique and complete company image through your “Brand Essence” that only you own Integrated brand at every level of the business through high impact design and packaging Engage customers and other stakeholders through relevant and authentic conversations
- Our experience in working with clients who execute a comprehensive Asset Brand approach, including a Brand Strategy and Brand Platform, and those who do not is the difference between clear success and muddled results. Client A: Full Asset Brand Execution (U.S. Arm of Global Defense Firm) Realigned multiple brands into single brand hierarchy Executed on time and on budget Process adapted by parent firm (Israel) for use in unifying global brands Client B: Asset Brand Strategy (U.S. Trade Association and Non-Profit Foundation) Used Brand Strategy to differentiate, align and significantly upgrade two related brands on shoestring budget Eliminated audience confusion Rebranding – though begun too late in the process – did not slow down major web site and social media implementation Client C: No Asset Brand Implementation (B2B Marketing Excellence hired in implementation phase) Brand research led immediately to brand and communications implementation (missing Brand Strategy and Brand Platform) (US Telecommunications Company) Tag line removed after brand launch (incurring additional print and design charges, and creating messaging confusion) Corporate Comm budget did not cover full rebrand effort
- Our capabilities our extensive. Our pool of talent is broad and our experience is deep which ensures that our clients receive services from an A+ team of highly skilled professionals.
- Successful results – satisfied customers.
- Please contact us with questions.