“Brands” in the most frequently understood sense of the term (especially among laypeople) refer to well-known, everyday consumer products (often including the companies that make them). From surveys like, “What brand of toothpaste do you use? What brand of car do you drive? (Or maybe: What brand of cigarettes do you smoke when no one is looking?), a brand, and the value of one, would appear to largely sit in the B2C, business-to-consumer space.
So why would branding be relevant to a business-to-business product or service?
It’s clear why business-to-consumer companies are frequently also ‘content’ companies. Telling a meaningful story about a product or service requires a narrative everyone can follow and engage with. Does a software or technology firm need to do this? Don’t they just need to showcase the technology and let their readers put it together themselves? And can a technology, tool, or component many end users never see in the finished product really be a ‘story’?
Does our understanding of brand and user personas derive, at least partly, from the classic personality archetypes we read about as kids? Even the names you see in a typical customer segmentation, such as “Sally Social Media” and the like, suggest a possible source: Peanuts characters.
A holiday tour through one of the most wonderful museums on the planet: Chicago’s Museum of Science and Industry. Enjoy!
A beautiful day in San Francisco, and a proud day to be an American. Over 20,000 people marched to stand up for the values that made our country great. Enjoy!
In the old Scheunenviertel of Berlin’s Mitte, surprising survivors of Berlin’s Jewish past–and markers of the future.
Selfies, hipsters, coffee, and the surprising corners of the Russian capital.