The Importance of Woozles in B2B Marketing

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “Branding Doesn’t Work in B2B“). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?

Many Adventures of Winnie the Pooh

Woozle’s live in the hearts and minds of Pooh and his friends. And most importantly, woozle’s change behavior in the Hundred Acre Wood.

Like a woozle, your brand Read more of this post

Three Reasons Advertising Isn’t the B2B Branding Answer

Ahh, brand. You want a strong brand, right? A strong brand opens doors for sales. It puts your company on the short list.

The Problem: Advertising will not create this brand. Not today. Not in B2B.

Read more of this post

Are Your Company Values a House of Cards?

House of CardsCompany values cannot be merely said, they must be lived. Lived by every single employee of your company, internally and externally. Prospects and customers experience how you live your values in every interaction.

All it takes is one misstep for the perception of your company and brand to unravel. If employees are not living your values, including internally, it undermines all of the effort that has gone into creating those values.

I experienced this earlier this year. A vendor inadvertently forwarded an internal email chain. And it was damning. Read more of this post

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