Article | 14th Feb 2025
Brand positioning isn’t just a tagline—it’s about owning a distinct space in customers’ minds. Without a clear strategy, your brand risks blending into the noise. This article explains what brand positioning is, how it differs from product positioning, and how to make it work for your business.
Article | 10th Feb 2025
You’re pouring money into your marketing, ticking all the right boxes, but the leads just aren’t coming. The campaigns aren’t landing, and the ROI isn’t there. Why do marketing campaigns fail?
Article | 31st Jan 2025
In the competitive world of B2B tech, branding is often an afterthought. Companies tend to focus on technical features, leaving their brand foundations weak and messaging fragmented. But without a strong foundation in B2B Tech Branding, even the most innovative technologies struggle to resonate with customers and drive growth.
Article | 21st Jan 2025
In our 20 years of working with B2B brands, we’ve learned a simple truth: branding’s impact is rarely immediate, linear, or easily captured in a spreadsheet.
Article | 11th Dec 2024
Emotion is a word that’s thrown around a lot in branding, often associated with happiness, joy, or love. In B2C, it’s easy to see why.
Article | 26th Nov 2024
Branding often mirrors a curious behavioural quirk in decision-making: Bike Shedding. It's a term coined by British historian and writer Cyril Northcote Parkinson in his 1957 essay on organisational inefficiency.
Article | 1st Oct 2024
A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.
Article | 20th Aug 2024
In the rush to showcase technical prowess, many B2B brands forget the simple yet powerful act of introducing themselves. Without a proper “hello,” even the best products struggle to make an impact.
Article | 22nd Jul 2024
B2B Tech brand marketers must learn to step away from a technical features approach and embrace a brand-led storytelling to stand out and differentiate their products.
Article | 7th May 2024
In our experience, B2B portfolios are too complex and create a lot of confusion. Here are 5 tell-tale signs that your portfolio needs to be simplified.
Article | 22nd Apr 2024
A recent uptick of enquires around specialist brand architecture projects has prompted me to reflect on the complexities these businesses face and how theoretical understanding impacts practical application.
Article | 8th Apr 2024
In a recent discussion, Sam Altman suggested a future where AI could automate 95% of tasks traditionally performed by marketers, agencies, and creatives offering instant, nearly perfect outputs at negligible costs.
Article | 13th Feb 2024
We’re often brought into branding projects when things have gone wrong, or a previous branding project has run out of steam.
Article | 10th Jan 2024
Like deciphering coffee menus, obscure business branding can lead to confusion, affecting sales.
Article | 4th Dec 2023
This is a recurring issue in the B2B work we do – and our answer to the question ‘should we create a new sub brand?’ is almost always ‘no’.
Article | 29th Aug 2023
We recently had an agency debate about which brands had the best brand character. Over the course of a week, we voted on different options and Captain Birdseye won. (A fine choice, don’t you agree?)
Article | 10th Aug 2023
Exploring the why and how of B2B tech's fear of simplicity
Article | 21st Mar 2023
This is the question that’s been keeping me up at night. I’m slightly scared to ask it publicly, but I’m genuinely struggling to answer it.
Article | 6th Mar 2023
Agencies aren't partners with their clients unless they share in the commercial risk of the enterprise.
Article | 6th Mar 2023
These mistakes may not be brand killers, but they could cause yours to bleed value and equity and feed the competition's business.
Article | 23rd Feb 2023
I think that outside the realm of B2B marketing, clients generally have a poor understanding of brand and why they should invest in it. I also think that’s because we (agencies) do a bad job of explaining why.
Article | 25th Jan 2023
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
Article | 23rd Nov 2022
Even if we offer customers something new, better and cheaper it’s not necessarily the case that they’ll jump at it straight off the bat.
Article | 9th Nov 2022
One thing we’re always telling clients is that the clarity and coherence of their organisation needs to come through in the first contact with the brand. Often, this first contact comes via a company’s website.