Branding Resources

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times
Marketing Strategy

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing
Branding

How the Barbie Movie's Marketing Genius Can Inspire Your Podcast—and Your Own Marketing

The Barbie movie is a marketing masterclass that offers valuable insights for branded podcasts—and marketers. The strategic marketing approach that made Barbie a global phenomenon can be applied to take your marketing to the next level.

Whiteboard Animation Videos Are Also for Branding: Here's How to Get It Right
Branding

Whiteboard Animation Videos Are Also for Branding: Here's How to Get It Right

Each type of marketing video has attributes that make it better at some tasks than others. Whiteboard videos excel at engaging and concisely conveying lots of information. But, with the right visual and production elements, they can also be great for branding.

Four Steps to Get Your Team Writing in Your Brand's Voice
Branding

Four Steps to Get Your Team Writing in Your Brand's Voice

This article shares tips for setting up clear tone-of-voice brand guidelines, teaching your team to follow them, and checking how well you're doing.

What Makes B2B Tech Buyers Distrust Brands?
Marketing Strategy

What Makes B2B Tech Buyers Distrust Brands?

Buyers say the top things that make them distrust B2B tech brands are when vendor content is outdated or salesy, according to recent research.

The Availability Heuristic, Sharks, and Your Marketing
Demand Generation

The Availability Heuristic, Sharks, and Your Marketing

The availability heuristic is a mechanism used by the brain to recall and label information, and it can cause lots of biases in buyers. Some brands attempt to use those biases to their benefit—through awareness advertising, for example. Ethics aside, it's probably not a good idea...

Three Social Media PR Tips for Driving B2B Brand Visibility
Public Relations

Three Social Media PR Tips for Driving B2B Brand Visibility

When news drops, it hits seemingly every social platform at once. It can be hard for a brand to stand out among all the noise. Following the tips in this article for better social media PR.

How to Craft Your Brand's Elevator Pitch
Branding

How to Craft Your Brand's Elevator Pitch

To make the right first impression, your brand needs an elevator pitch—a practiced script that introduces yourself and your business in a positive way that is both relevant and memorable. Here are tips on how to craft one.

Three Generative AI Tools and Tricks You May Not Have Considered
Artificial Intelligence

Three Generative AI Tools and Tricks You May Not Have Considered

You've likely heard how generative AI can automate content creation, enhance data analysis, and power chatbots. Here are three additional use cases for AI you might have overlooked.

Mastering Brand Consistency in the Age of AI: A Guide for Marketers
Branding

Mastering Brand Consistency in the Age of AI: A Guide for Marketers

Companies that have large budgets, large teams, and deep brand expertise have to be thoughtful about what goes into defining a brand—all the more so now that marketers are using AI to create content. Here are three ways to help ensure your brand's voice stays consistent.

Research: Now Is the Time for Brand Marketing (And Why Data Matters for Brand Marketers)
Branding

Research: Now Is the Time for Brand Marketing (And Why Data Matters for Brand Marketers)

When the world gets chaotic, people turn to what feels safe and familiar. A trustworthy, familiar brand can be the bedrock that keeps your business stable.

Brand + Demand: Taking B2B Marketing From Cost Center to Value Center
Branding

Brand + Demand: Taking B2B Marketing From Cost Center to Value Center

Companies are fighting to survive, and Marketing needs to be more than a cost center. Although it's easy to preach about the value of brand marketing, the rubber needs to meet the road in practical execution and deliver tangible results.

The Boomerang Brand: Five Ways to Avoid It and One Time to Embrace It
Branding

The Boomerang Brand: Five Ways to Avoid It and One Time to Embrace It

Brand launch. Brand refresh. Rebrand. You know the drill. But what do you do when the best brand option was one you left behind?

How AI Rewrote the Slogans of 50 Well-Known Brands
Artificial Intelligence

How AI Rewrote the Slogans of 50 Well-Known Brands

Can AI do a decent job of rewriting the taglines of popular brands? To find out, Quality Logo Products had an artificial intelligence program rewrite 50 slogans and then surveyed 1,007 Americans to see if they liked the original or AI-generated one better.

How to Create a Socially Responsible B2B Marketing Campaign
Marketing Strategy

How to Create a Socially Responsible B2B Marketing Campaign

Socially responsible marketing tactics can encourage your potential clients to think more favorably of your brand while creating a better work environment for your employees. Here's how.

How to Create an Awesome Brand Persona: A Step-by-Step Guide
Branding

How to Create an Awesome Brand Persona: A Step-by-Step Guide

Personification is the art of giving something (your brand, say) human characteristics to draw out emotion in people (your audience, for example). Check out this article to learn how in a few easy steps.

How to Analyze Competitive Messaging in Four Simple Steps
Marketing Strategy

How to Analyze Competitive Messaging in Four Simple Steps

Knowing the relative positions your company and its competitors occupy on the market landscape helps you shape content for all your marketing materials. But how do you determine the positioning of your competitors? This article outlines a straightforward process.

Companies With the Best and Worst Reputations Among Americans
Branding

Companies With the Best and Worst Reputations Among Americans

Which highly visible companies have the best and worst reputations among Americans? To find out, Axios and The Harris Poll conducted a survey in March 2023 among a nationally representative sample of 16,310 Americans.

The 10 Strongest and Most Valuable Global B2B Brands
Branding

The 10 Strongest and Most Valuable Global B2B Brands

Consulting and commercial services firm Deloitte has the strongest B2B brand in the world, according to recent research from Brand Finance.

Reframing Brand Measurement: It's Not Who, But Where
Branding

Reframing Brand Measurement: It's Not Who, But Where

Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?

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