Read this really meaty article on branding and simplicity when it comes to B2B and B2C. It’s written by Valerie Tan, Head of Digital Marketing (Global) at Dropmyemail.
One example is purchase motivation. In B2C businesses, the buyer is typically the end user in B2C, but that is not the case in B2B setups. This leads to vastly different sales cycles and marketing messaging.
B2C requires the traditional approach of convincing the user on the benefits of owning the product. It usually involves mass messaging and a single step to minimize e-commerce drop-off.
Meanwhile, the purchasing process in B2B is much longer, requiring several consultative discussions and sometimes bespoke work that lasts many months. The B2B approach is also more complex due to having multiple consideration parties (end users, influencers, and decision makers).
But while B2C and B2C marketing may look vastly different, both involve the same basic concepts: Customer Satisfaction and Cognitive Fluency.
Read full article
This is an excellent example of a well made face lift. It still feels very much like the old 7-Eleven but at the same time completely new. And that is not an easy task to accomplish. See more at BVD’s site.
One of the most relevant brand experience venues are your own office or shop. This is where you can show that your brand statement is for real and not just some smug words in the latest presentation/ad campaign. I found these examples for inspiration.
Classic brand extension.
For some the task of brand extension is an easy one…
Playful and excellent brand extension by Google.
“People will forget what you said, people will forget what you did, but people will not forget how you made them feel.”
One might think that the retail experience would fade into nothingness in this digital era. But not so. Fact is that in irl that the brand really comes alive. It’s the only place where we can use all our senses when meeting the brand. This provides ’an anchor in a shifting, multichannel world’ to cite Interbrand.
I recommend you to read the full report, it’s jam-packed with useful information. I added a link to the pdf below.
Best Retail Brands 2012
This is a beautifully made chart of the meaing of colours in different cultures. You can order it and see it in full scale on:
We’ll just have to mention Lady Gaga here. Right? She’s living her brand no doubt about it.
If you do a google search on ‘brand’ what you get is mostly logotypes. If you widen the search to ‘design as brand’ you get more logotypes, some consultancies and tips on ‘designing a brand’.
If you do a search on ‘living the brand’ you get books and scientific research material. Highly interesting stuff but I am amazed that the gap between design and brand is so wide.
In my opinion brand and design is interlaced. And living the brand is not really complicated.
To live the brand you need dedication. -Dedication to the company idea and vision. Having the strenght to do whatever you do thoroughly: the design work, recruitment, training, communication, leadership. If all parts move in the same direction you will have a strong living brand. It’s as easy as that but you have to work with it everyday.