White papers

Branding, or the art of managing a company’s brand image, is a key element of the marketing mix. Although often associated with consumer goods and B2C, branding is playing an increasing role in B2B in general and industry in particular. Increased economic pressure, rapid technological change and the globalisation of competition are forcing market players to position themselves more finely and at the same time more assertively. Branding is a strategic tool, often underestimated, that frees energies, generates value and fosters resilience by aligning all the company’s driving forces. Branding is much more than a name and logo.

Building powerful customer value propositions (CVP) is more demanding in industrial B2B markets than in B2C environments. The reason lies in the complexity of client / supplier relationships as well as the multifaceted nature of the offering itself. Here are some basic guidelines for building successful B2B value propositions.

Whether it is a website, a brochure, an email, or a social media post, an image brings it to life. Evolution has trained us to swiftly decode and react to visual information.

Content marketing as a component of inbound marketing strategies has become so pervasive these days that we really shouldn’t still be writing about them. But the more content is out there, the harder it gets to stand out. Read how to make a difference in a crowded space.

The digital revolution is a doomsday for the unprepared, say the experts. Digital is coming to get you and if you don’t believe them, ask a taxi driver.

If you want to communicate, you have to inspire trust. But when everyone says they can be trusted, who do you believe?

The world of industry is challenging. But why do B2B brands find it so hard to differentiate? Industry buzzwords and phrases sound all the same.

Psychosocial disorders are on the rise in many industries. So is the need for highly qualified people that remain hard to find – and to keep.

To no surprise, quality is one of the words that comes up regularly with our clients. Quality is value, especially in industrial B2B environments.