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Posted by Sheryl Pattek on November 12, 2013
Regardless of your politics, you had to be amazed at the depth and breadth of the discussion around the impact on the Republican brand during the recent government shutdown. At times, it seemed that the health, survival, and credibility of the Republican brand generated more press than potential resolutions to the crisis at hand. And with good reason. The strength of the party’s brand — and the messages it represents — will have a significant impact on its success going forward.
Maintaining a strong brand with a clear, compelling, and relevant message is a universal challenge, whether you’re marketing a Fortune 500 company or a political party. As a business-to-business (B2B) CMO, it’s time to put your brand front and center — and make sure that it accurately represents your company strategy, provides value to your customers, and delivers on its promises. Why now?
Many of the B2B CMOs and marketing leaders I talk to underestimate the importance of building a strong B2B brand. Just as many also don’t have a clear road map for how to build their brands. And that’s where my new report, How To Build A Strong B2B Brand (subscription required), can help.
Over the past two years, my colleague Tracy Stokes has published a playbook for building a strong 21st century brand, providing guidance on how to build, grow and manage brands. My new report expands on Tracy’s work, applying the original Forrester 21st brand framework to help B2B marketers grow their brands in the age of the empowered customer. Here’s a brief look at how:
In today’s customer-empowered world, building a strong B2B can mean the difference between adeptly navigating increasingly complex terrain — and getting lost in the wilderness.
Do you treat your brand as a strategic asset? What are you doing to anchor and build your B2B brand? I’d love to hear your comments and perspectives. You can reach out to me via email or on my blog or share your thoughts at my Twitter account. Or, to learn more, you can schedule an inquiry with me.