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Rebranding A Company: Dos & Don'ts

Rebranding A Company: Dos & Don’ts

June 26, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Brand Research, Marketing Strategy, Message Testing Research /by Sean Campbell
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Rebranding a company sounds like an exciting project to most marketers. A rebrand promises a fresh new look, maybe a new logo, perhaps even a new company name. But, rebrands are also expensive, and risk alienating or confusing current customers. In short, when they go wrong, rebrands can be career-enders.

So when to rebrand or not to rebrand? And if you decide to pull the trigger, what do you need to watch out for? Read on…

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A solid B2B marketing strategy requires differentiators that actually stand out.

B2B Marketing Strategy: What’s a Real Differentiator?

February 13, 2020/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Marketing Strategy, Message Testing Research /by Sean Campbell
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A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by.

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B2B Content Strategy

“I Have No Idea What Your Product Does”: A Cautionary Tale of Marketing Buzzwords

November 19, 2019/in B2B Market Research Blog, B2B Marketing Blog, B2B Messaging, Blog Posts, Content Marketing, Message Testing Research /by Isabel Gautschi
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Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do?  If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Read more

B2B Messaging: It’s Harder than B2C

B2B Messaging: It’s Harder than B2C

October 11, 2019/in B2B Market Research Blog, B2B Marketing Blog, Message Testing Research /by Sean Campbell
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Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical.

These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights.

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Message Testing: Because Intent ≠ Interpretation

Message Testing: Because Intent ≠ Interpretation

February 8, 2018/in B2B Marketing Blog, B2B Messaging, Blog Posts, Message Testing Research /by Colleen Clancy
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Somewhere between intent and interpretation, a lot can get lost in translation.

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Written by

Colleen Clancy
Isabel Gautschi
Sean Campbell

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B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.

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