Understanding the Branding Benefits of Reverse Positioning

By Philip BerardoMay 08, 2020

 

image credit: Rawpixel.com/shutterstock.com

Reverse positioning is a marketing strategy where developing and maintaining customer relationships is the primary goal, rather than focusing on selling a service or product. This strategy follows the idea that the best kind of marketing doesn’t actually feel like marketing at all. It’s an unconventional tactic that relies heavily on building brand awareness and cultivating lasting relationships with your customers. Here are a few ways reverse positioning can benefit your marketing company’s branding.

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What is a Brand Equity Model: Comparing Aaker and Keller

By Philip BerardoApr 24, 2020

 

image credit: Rawpixel.com/shutterstock.com 

Brand equity is a vital component of what gives your brand meaning and value to its audience. We’ve shared insights into the advantages of brand equity before, but there is more to understand its significance in marketing. Brand equity plays a role in developing your brand identity and value. In this post, we’ll be comparing two unique brand equity models from David Aaker and Kevin Lane Keller.

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How Brands are Adjusting Their Messaging During COVID-19

By Philip BerardoApr 09, 2020

 

image credit: Jacob Lund/shutterstock.com

As we do our best to adjust to working from home, social distancing, and prioritizing our health, there are still many obstacles we must overcome. Some of these challenges revolve around proper messaging—especially from brands. For those in the marketing industry, sending the right message at the right time is more crucial than ever. You don’t want to neglect the significance of COVID-19 and keep your prospects and customers in the dark about how your company’s brand is handling the situation. Here are a few ways that brands are adjusting their messaging during COVID-19.

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Critical Elements of a Successful Brand For Your Marketing Company

By Philip BerardoMar 04, 2020

 

image credit: Rawpixel.com/shutterstock.com

It would be a big misunderstanding to say that the most popular brands can coast by on name recognition alone. Sure, we all know about the big names like Apple or Microsoft, but it certainly wasn’t always that way. If you were to take a step back to the 1970’s— when both companies were getting started—it’s unlikely that those names would have anywhere near the same level of recognition they do several decades later.

Likewise, your marketing company’s brand won’t be able to break into an industry with a name alone. These are the critical branding elements your marketing company needs.

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Defining Brand Identity: How the Right Colors Impact Branding

By Philip BerardoFeb 06, 2020

image credit: REDPIXEL.PL/shutterstock.com

A brand’s identity is defined through a number of factors, such as its messaging or a powerful mission statement. It may not seem like a big deal on a surface level, but color can also play a vital role in determining how someone will react to a company’s branding. There’s something almost unnerving about altering the color of a brand’s logo beyond recognition. Just imagine the uproar if Coca Cola decided to rebrand their cans in bright green instead of the classic red!

Here are a few ways that color impacts branding and how your company can help define a meaningful part of its brand identity.

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2 Brand Positioning Statements to Inspire Your Marketing Company

By Philip BerardoDec 19, 2019

 

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Sometimes all it takes is a little inspiration to get your marketing company on the right track with its branding. Looking at popular, famous brand positioning statements is an excellent place to start inspiring your branding strategy. First, you may be asking yourself, “what is a brand positioning statement?” It’s a detailed description of your company’s service and its target market; it helps you align your marketing strategy with your company’s branding.

With that said, let’s analyze two brand positioning statements that will help inspire your marketing company.

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What is Reverse Positioning in Marketing and Branding?

By Philip BerardoDec 04, 2019

 

image credit: Rawpixel.com/shutterstock.com

The term “reverse positioning” (sometimes called “breakaway positioning”) has begun resurfacing in the marketing industry recently, but what exactly does it mean? In this post, we’ll be defining reverse positioning—a unique marketing and branding strategy your company should know about.

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What is a Brand Refresh? Insights for B2B Marketers

By Philip BerardoNov 21, 2019

 

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A brand refresh is a topic that your b2b marketing company may have already discussed—and the response may have been a resounding “that’s a good idea!” Despite this, the idea of a “refresh” may not be within your company’s current brand strategy and scope. It’s hard to fit a full refresh into your branding strategy, especially if it will change other company aspects in the process, such as tone or existing guidelines.

The truth is, every company runs the risk of becoming stale and outdated with its branding. To prevent your b2b marketing company from running its course, here’s what you need to know about a brand refresh.

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Understanding the Advantages of Brand Equity in B2B Marketing

By Philip BerardoNov 15, 2019

image credit: REDPIXEL.PL/shutterstock.com

What does it mean for your company to have a strong “brand equity?” Well, it’s part of what makes your brand valued and meaningful in the eyes of your customers and prospects. Without brand equity, your b2b company is essentially marketing its brand without any defining characteristics—no real emotional value to gain from supporting it. That doesn’t exactly sound like it’s doing your target audience any favors, does it? That’s why we’re sharing the key advantages of brand equity in b2b marketing, with best practices your company can follow!

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3 Common Branding Myths Your B2B Marketing Company Should Know

By Philip BerardoNov 08, 2019

 

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Debunking myths isn’t exactly an everyday task that you can complete without second thought. Myths exist for a reason; they come from years of false information and analyses, which cause them to become the norm for people to believe. For b2b marketing companies, there are plenty of branding guidelines that may seem commonplace in their industry.

However, there’s not always a truth behind every belief in the b2b branding world. Here are 3 of the most common branding myths your b2b marketing company should know. 

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