DeSantis Breindel

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Building a Healthcare Technology Brand Experience Online

When we conducted external interviews as part of our work developing the Zelis Healthcare brand, one thing became clear: the healthcare payer and …

Chemistry And Beyond: Three Keys To A Successful CMO-Branding Agency Relationship

Many factors contribute to a successful rebrand — solid research, stellar creativity, a strategic launch plan and more. But here’s one critical factor that’s often overlooked: the relationship between the branding firm and the CMO. A productive relationship can ensure that a brand succeeds. A poor …

Customer Experience is the New Marketing

The tsunami of information and opinion on customer experience (CX) can be a bit overwhelming. Here’s a short list of some of the articles we think …

How to Make 2017 The Year of Your Best Ideas

There is a common misconception about creativity that many of us fall victim to: you’re either born with it or you’re not.<p>It’s a good excuse when you …

B2B Brand Voice in the Age of the Emoji

Exclamation points. Trending lingo. Emoji. When it comes to B2B brand voice, these may not be the first things that come to mind, but with the …

Fonts Matter

<b>Dear Google, Apple, Adobe and Microsoft,</b><p>You may not know me, but I was created with great care and purpose. Every image, hue and letter. I am …

Why Focus is So Important for Building Brands (and Businesses)

Every morning before my coffee hits and my mood improves, I shuffle onto a crowded, Manhattan-bound L train. More often than not, at least one of my …

Make Big Things Possible: ICF Unveils Fresh New Brand

To celebrate their 10th anniversary as a public company, global consulting and technology services leader, ICF, rang the opening bell on the NASDAQ …

From Measurement to Improvement: An Agile Approach to Employee Engagement

That the world we live and work in is changing at an extraordinary pace is something few would dispute. For business executives, in particular, there …

The Curious Case of Yahoo’s (Missing) Identity

A lot has been written about the ‘prolonged demise’ of Yahoo. In short, the internet company has suffered a tumultuous and tiring 22-year identity …

Great Expectations: Why Customer Experience Should be Brand-Driven, Not Technology-Driven

It’s a topic on the mind of every B2B marketer these days: customer experience, that elusive moving target. Specifically, how to meet customer …

Is It Time for Cyber Security Brands to Leave the Battlefield?

Look around any security technology tradeshow and you’ll feel more like you’re in a national security event than a business technology conference. …

M&A Check-List: Top 3 Priorities for Tech Marketers

According to Dealogic, the tech sector is seeing the highest levels of M&A activity since 2000.<p>The numbers are staggering. Globally, there have been …

Stop Blaming Your Tagline!

There are two assumptions about taglines we often hear during branding initiatives. They go something like this:<p><b>#1: To stand out, a company needs a</b> …

Is Simple Always Smart?

A leading energy consulting firm had a proprietary methodology for significantly reducing energy costs (think seven-figure savings, each year). …

‘Lumbering Giant’ or Game-Changer?

In a year marked by unprecedented M&A activity in the technology industry, Hewlett Packard Enterprise (once again) made headlines last week with its …

Unlocking the C-Suite: Why Content Is Key

C-suite Leadership

Keeping Up With Your Customers

In today’s digitally-driven, increasingly disruptive B2B landscape, creating sustainable advantage is more elusive than ever. In fact, the sheer pace …

From One of Many to One in a Million: Creating a Differentiated Professional Services Brand

Marketing

Navigating Disruption in Financial Services: How Brand Can Help

Depending on your outlook, the financial services industry is either an incredibly scary or extremely exciting place to be right now. More than any …

Brand Dividends: Why Investors Should Be Part of Your Equation

We recently partnered with a fast-growing data analytics company. It had successfully leapfrogged larger, more established competitors by providing …

What Comes First: Brand or Culture?

It’s the classic chicken or egg. What comes first: brand or culture? Leadership teams often ask us this very question during rebranding initiatives. …

Why Purpose Matters for Growing Companies

In business, growth is more than important – it’s essential. But chasing annual revenue and profit goals, whether by building upon existing …

Short vs. Long-Form Content: What Really Wins the Day?

We’ve written before about the content conundrum currently facing many B2B brands. The proliferation of content as a marketing tool has led to one of …

The Rise of the Millennial B2B Buyer

We’ve all seen the stats. By 2020, the U.S. workforce will flip from 50 percent baby boomers and 25 percent millennials to 25 percent baby boomers …

Selling a New Brand to the Sales Force

The toughest audience for your new brand may not be your long-time clients or future prospects. It may be your own sales force. Sales professionals …

Branding for the Next Billion: What Got You Here, Won’t Get You There

Have you ever put on a favorite sweater or jacket, looked in the mirror and thought, with a sinking feeling, <i>It’s just not working for me anymore?</i> The …

Technology Branding: Building Long-Term Value In A System Update World

systemupdate

10 Types of Visual Content Your Brand Should Be Creating Right Now [Infographic]

Are You a Thought Leader or a Thought Follower?

This was the question raised in a recent Forbes articles. And it’s an important one, especially for professional services firms for which “thought …