Why business brands are boring and what we can do to save them

Justin Hannemann

Business brands operate in a very different world to

consumer brands...but share a lot in common

$$$

Long and complex sales process

There can be many steps

The target audience is small including people with conflicting goals

Relationships matter a lot

Communications are generally confusing

IT Solutions Limited is a dynamic and progressive young company with a clear objective that is to provide our clients with innovative and cost-effective business solutions through the efficient deployment and integration of information technology.

‘BUSINESS SOLUTIONS’

NEXT EXIT

Business Business brands must change to survive

2

Competition forces differentiation

• Competition increases over time• Increased competition means that businesses

must differentiate• Differentiation in more than just product is

important because products can be easily replicated

• Brand helps establish sustained long term competitive advantage

The business to business trap

1. PRODUCT AND DISTRIBUTION

2. SALES

3. CONTENT AND COMMUNCIATIONS IS AN AFTERTHOUGHT

86% of B2B

buyers see no significant difference between suppliers worth paying for

Source: US business to business research 2012 (Corporate Executive Board)

Brands that connect on an emotional level are twice more likely to get their business

57% of the

purchase process is completed before buyer speaks to the seller

Business customers will pay more for reliability than anything

Some business brands are changing the way they connect

Where face to face contact is important

– events must be done well

Customers tell great stories and help build trust and

reputation

So in summary…

• Business brands are boring but we can change this

• Look at brands like Intel, SAP and Salesforce for how to connect

• Don’t let Product and Sales dominate the marketing mix

• Create emotional connections through rich content that is engaging