Branding Resources

CONTENT TYPE: Article | TOPIC: Branding

Although their influence is broadly felt, thought leaders aren't magical beings. They're just people—like you. Here are six ways regular people can increase their company's influence with thought leadership.

CONTENT TYPE: Article | TOPIC: Branding

Brand-positioning is an involved, complex process that, if done incorrectly, can lead to a "meh" result. That's the last thing your company wants. This article outlines nine common mistakes to avoid.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Although cutting back on marketing is a kneejerk reaction to a struggling economy, history teaches us that companies' keeping focused on customers is what keeps them afloat. Here are four major reasons for that.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Becoming a multilingual company is much more complex than just putting all your copy through Google Translate. Explore tips on how to successfully expand into multinational markets.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Perceptual maps are the only way to understand what your position is in the market and how the market views you vs. your competitors. In fact, if you don't have a perceptual map, you're flying blind.

CONTENT TYPE: Article | TOPIC: Branding

As the tide of technology moves closer to virtual reality, what can brands to do prepare? Advertising could look very different in a VR world. This article explores the possibilities.

CONTENT TYPE: Article | TOPIC: Branding

A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the brand on a new market offering that's in a different product category can provide sizable benefits, including new paths to growth. But you have to be careful.

CONTENT TYPE: Article | TOPIC: Search

Actual conversations sound very different from written content; likewise, voice search operates slightly differently than a typed phrase in the Google search bar. Here are some tips for optimizing for voice—and B2B brands that are leading the way.

CONTENT TYPE: Article | TOPIC: Public Relations

Fears of a possible recession have B2B SaaS companies feeling off-balance. But that doesn't mean branding has to stop. Time to pull out these five PR tactics and make your company stand out in a different way.