by Jonathan Winch | Jun 22, 2023 | Branding, Content strategy, Corporate propaganda, Strategy
The disciplines and craft of journalism have changed corporate communications – for the better. New opportunities to cut through the noise and engage an audience abound, partly because so many companies still seem to believe that bragging about themselves in buzz...
by Jonathan Winch | Jun 22, 2023 | Branding, Company culture, Employer branding
Recently, an industrial client asked a question I had never considered before: What is the value of a company’s visual identity? The request came as part of an acquisition process, and he was involved in discussions aimed at determining this value, partly as a...
by Jonathan Winch | Jun 22, 2023 | Branding, Employer branding, Storytelling, Strategy
Is it time to get clearer on exactly why customers should prefer your company?There can be many attributes for which a product, service or entire company wants to be known: Fastest, cheapest, best quality, most features, most reliable, perfect for a specific...
by Jonathan Winch | Jun 22, 2023 | Branding, Customer advocacy
In my previous post, in an effort to clear up some of the confusion in the way new terms are being used in the industry, I discussed what Account-based Marketing (ABM) was all about. This time, I’ll attempt to define advocacy marketing. Advocacy marketing generally...
by Jonathan Winch | Jun 22, 2023 | Branding, Company culture, Strategy
When the CEO of all too many B2B companies sits down to decide on the three- or five-year strategy, a select group of executives are typically asked to front up with factual data and strategic opinions: The Chief Financial Officer, the Chief Commercial Officer and the...
by Jonathan Winch | Jun 22, 2023 | Branding, Content strategy, Strategy
Standing in the center of the B2B marketing universe, you can be forgiven for having the distinct feeling that the job of the B2B marketer, already large and complex enough, is expanding at an alarming rate. Core skills and disciples, once easy enough to grasp and...
