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Introduction Many B2B marketers feel that the brand has a relatively small role to play in the B2B space.  This article sets out to challenge that view and explain why B2B branding is every bit as important as its B2C counterpart.

Introduction In this 10-minute article we explain how to build a strong brand – or make a strong brand stronger.  We consider what a strong brand looks and feels like from the point of view of the target audience, and the

Introduction Why conduct market research? Because in today’s congested market it’s never been more important to find and maintain your brand’s competitive edge. In this 5 minute article you will learn about the different types of market research that are

This Article In this 7-minute article we explore the concept of archetypes in general and brand archetypes in particular.  Subjects covered include; The history of archetypes The 12 brand archetypes – theory and practice How to use brand archetypes How

The Value Proposition Canvas As we noted in an earlier article covering new product development, some 95% of new products across all categories are destined to fail. More often than not, this is because they fail to meet the customer’s needs.  The

Introduction This 5-minute article provides a clear definition of brand purpose, as well as explaining its importance in contemporary brand development. The article reveals how any organisation can develop its own brand purpose statement, and the issues that will determine

1. Introduction When it comes to briefing a market research agency, the quality of the information you provide is crucial. Quite simply, the better the information, the better the proposal – and the quicker you will receive it. This article

Consumers aren’t engaging with marketing and product literature “Education is when you read the fine print. Experience is what you get if you don’t.” This quote from American folk singer and social activist Pete Seeger is accepted wisdom when it

Introduction This article explores the importance of B2B branding, based on Brandspeak’s experience of working with 100’s of B2B clients over nearly 20 years. It starts by explaining why so many B2B organisations place little value on, nor investment in