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This IT company needs focus

So this month the BrandingWire posse of pundits, of which I’m a member, blogs about branding a small IT firm serving B2B and non-profit organizations. It is a real company but prefers to remain...

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How important is branding for a B2B service provider?

The BrandingWire posse of pundits are doing their monthly “thing” – all 10-12 of us blog on a single branding topic. This time, Lewis Green of biz solution plus suggested we all blog on a situation...

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Customers brand B2B companies

It may surprise some readers that there are still companies today that are driven by manufacturing. These are companies that have mastered a particular production technique, or are very well skilled in...

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Should there be different approaches between B-2-B and B-2-C branding?

I first had to come to grips with this question as I cut my teeth as an assistant account exec at BBDO while working on the DuPont advertising account in 1960. Would the messages we created for...

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Branding a trade publication: most do a poor job

BtoB’s Daily News Alert brought us this bulletin today: Hanley Wood changes name of ‘Green Products and Technology’ to ‘EcoHome’ Washington, D.C.—Hanley Wood, a b-to-b media company that covers the...

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