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  • Nine Rebranding Myths and Misconceptions Debunked

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    Although acceptance of rebranding is growing among business leaders, many remain plagued by misconceptions that leave them hesitant to embrace what is a powerful strategy. Here are nine rebranding realities that will dispel those misconceptions.

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

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    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

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    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.

  • The What, Why, and How of Community- and Brand-Building for B2B Marketing | Marketing Smarts Live Show

    Video

    CONTENT TYPE: Video | TOPIC: Customer Experience

    In this episode, guest Mark Schaefer delves into the powerful role of communities in the future of marketing strategy.

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

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    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.

  • Storytelling: Using the Power of Story to Persuade

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Branding

    Buying decisions aren't just made on data. Even in B2B, buyers are driven by emotions! Are they making the right choice? Do they trust your organization to support them after the sale? A good story appeals to both their logic and emotions—improving relationships and boosting sales. Discover how to tell a story that persuades prospects in this live workshop with Bobby Lehew.

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

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    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.

  • How Color and Lighting in Images Affect Brand Perception [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    This infographic looks at what common palette, filter, and lighting choices tend to convey in marketing photography.

  • What Makes B2B Tech Buyers Distrust Brands?

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Strategy

    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 100 Most Valuable Global Brands in 2023 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Branding

    Apple is the most valuable brand in the world in 2023, with a brand value of $880 billion, according to Kantar's annual ranking of the most valuable global brands.

  • From Choice to Checkout: Insights for Winning the Buyer Journey

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Demand Generation

    What resonates with today's consumers and buyers? From healthcare to dining preferences, attitudes around hot-button issues like privacy and social responsibility are shifting. Discover what the newest research reveals about your customers' wants and needs so your brand can meet their expectations. Sponsored by Vericast.

  • The Availability Heuristic, Sharks, and Your Marketing

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    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

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    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

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Artificial Intelligence

    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

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Branding

    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.

  • How B2B Brands Grow: The Science of Marketing Effectiveness

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Strategy

    Marketing is both art and science. And the science of successful marketing is governed by laws. Properly applied, they can help you grow both your brand and your career. Discover those time-tested laws and ways to apply them for an evidence-based approach to successful marketing.

  • Revolutionizing B2B Brand Monitoring With AI-Powered Insights: Meghan Bazaman on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Artificial Intelligence

    Host George B. Thomas and guest Meghan Bazaman delve into AI's effects on brand monitoring. Discover how AI is revolutionizing the way we keep track of brand sentiment, what your company needs to do to keep up, and why you should be vigilant as AI continues to evolve without regulation.

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

    Article

    CONTENT TYPE: Article | TOPIC: Branding

    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.

  • A 'Brand Differentiation Through Experience Innovation' Conversation: Allen Adamson on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    As the world continues to evolve, it's crucial for businesses to keep up. In episode 559 of the Marketing Smarts podcast, George B. Thomas and Allen Adamson discuss the importance of adapting to changing times.