News
Branding is Critical in 2.0 World
Godfrey helps companies establish branding and communicate their message
June 1, 2007
In a business-to-business marketing environment awash in hot new technologies - RSS, blogs, podcasts and social media - one might think that branding is declining in significance. In fact, it's just the opposite, say branding companies and marketers alike.
In a recent survey of B-to-B marketing leaders conducted by Godfrey, a leading business-to-business branding and communications agency, 78% of respondents considered branding "very important" or "critical to success." Respondents also indicated an increasing interest in new media for marketing communications. More than 50% of respondents consider or are currently using, blogs and social media as an important part of their programs.
"Effective B-to-B branding has always been about more than 'corporate identity,'" says Ken Jones, executive vice president and leader of the B-to-B branding unit at Godfrey. "Increased media fragmentation and loss of message control make defining your key differential and the nuances of your brand messaging more important than ever."
Godfrey's B-to-B branding unit engages the disciplines of brand development and guardianship within the context of today's complex technology and media environment.
"Many opportunities exist in the 2.0 world to apply classic communication principles to hot new technologies," says Jones. "You need to reach your customers and prospects in ways they want to be reached, and then deliver messages that build your brand and encourage a dialog between marketer and audience. It's marketing in the truest sense of the discipline." And Godfrey's methodology reflects the practical approach of B-to-B marketers.
"Large consumer branding consultancies spend millions to create differentiation among commodities, but our process seeks to discover the very real differences that exist among B-to-B companies and products," says Jones. "B-to-B branding is a practical discipline, and there aren't unlimited budgets to spend on branding consultants that can't implement their own recommendations. In fact, 58% of the respondents to our branding survey said they would prefer one source for brand development and brand implementation."
Another practical but vital consideration in Godfrey's process of brand development is to ensure that the voice of the customer is heard.
"If the company's brand and messaging are well-aligned with customer needs and perceptions, that relevance will help build preference and affinity," says Jones. "But if you don't 'live the brand' through your actions, you may end up with more than an unhappy customer. You may have an unhappy 'content provider' sharing their experiences on industry blogs or other social media. Their entries could appear on search engines where others in the industry learn things about you that you wish they wouldn't. That's where the new media can bite you."
Godfrey offers a new white paper, "Branding in a Brave Nerw World" (106 KB PDF) with guidelines for B-to-B marketers about applying branding principles to new technologies for competitive advantage.
For more information about how Godfrey can assist in your company's branding strategy, visit www.godfrey.com or contact Ken Jones directly at or 717-393-3831, ext. 121.
Godfrey provides full-service, integrated business-to-business branding and marketing communications services. The agency offers research, brand management, advertising, public relations, digital marketing, search (SEO and SEM), media, direct marketing and analytics services.
June 1, 2007
In a business-to-business marketing environment awash in hot new technologies - RSS, blogs, podcasts and social media - one might think that branding is declining in significance. In fact, it's just the opposite, say branding companies and marketers alike.
In a recent survey of B-to-B marketing leaders conducted by Godfrey, a leading business-to-business branding and communications agency, 78% of respondents considered branding "very important" or "critical to success." Respondents also indicated an increasing interest in new media for marketing communications. More than 50% of respondents consider or are currently using, blogs and social media as an important part of their programs.
"Effective B-to-B branding has always been about more than 'corporate identity,'" says Ken Jones, executive vice president and leader of the B-to-B branding unit at Godfrey. "Increased media fragmentation and loss of message control make defining your key differential and the nuances of your brand messaging more important than ever."
Godfrey's B-to-B branding unit engages the disciplines of brand development and guardianship within the context of today's complex technology and media environment.
"Many opportunities exist in the 2.0 world to apply classic communication principles to hot new technologies," says Jones. "You need to reach your customers and prospects in ways they want to be reached, and then deliver messages that build your brand and encourage a dialog between marketer and audience. It's marketing in the truest sense of the discipline." And Godfrey's methodology reflects the practical approach of B-to-B marketers.
"Large consumer branding consultancies spend millions to create differentiation among commodities, but our process seeks to discover the very real differences that exist among B-to-B companies and products," says Jones. "B-to-B branding is a practical discipline, and there aren't unlimited budgets to spend on branding consultants that can't implement their own recommendations. In fact, 58% of the respondents to our branding survey said they would prefer one source for brand development and brand implementation."
Another practical but vital consideration in Godfrey's process of brand development is to ensure that the voice of the customer is heard.
"If the company's brand and messaging are well-aligned with customer needs and perceptions, that relevance will help build preference and affinity," says Jones. "But if you don't 'live the brand' through your actions, you may end up with more than an unhappy customer. You may have an unhappy 'content provider' sharing their experiences on industry blogs or other social media. Their entries could appear on search engines where others in the industry learn things about you that you wish they wouldn't. That's where the new media can bite you."
Godfrey offers a new white paper, "Branding in a Brave Nerw World" (106 KB PDF) with guidelines for B-to-B marketers about applying branding principles to new technologies for competitive advantage.
For more information about how Godfrey can assist in your company's branding strategy, visit www.godfrey.com or contact Ken Jones directly at or 717-393-3831, ext. 121.
Godfrey provides full-service, integrated business-to-business branding and marketing communications services. The agency offers research, brand management, advertising, public relations, digital marketing, search (SEO and SEM), media, direct marketing and analytics services.
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