I am as guilty as anyone.
As a marketer I get overly geeked about all the new ways to measure data. When I visit with other marketers that are up to date with current technologies, most are obsessed with data analytics, KPIs (key performance indicators) and all kinds of crazy reports generated by cloud-based marketing automation, Google Analytics and SEO research tools. I work hard to focus on my client’s industrial brand visibility rather than the actual metrics/numbers.
Granted, this information can be extremely helpful when it comes to developing a strategy. but too much focus on the numbers devalues human nature and how your buyers’ actually make their sourcing decisions.
Again, I often look at this data for clues and trends. But let’s face it, in the world of industrial marketing it is rare that you get a large enough data sample to give you any real insights.
So…part science, part art (i.e. creative)
Continue reading “5 Must-Haves for Industrial Brand Visibility”
Hear I go again…beating the drum for industrial branding.
I write often about industrial branding, as recently as November 9; Industrial Branding: You Get What You Pay For!
I will be the first to admit I have always been influenced by a quality brand message. When I first became involved in marketing the companies that created a strong brand captivated me.
“How, in the world, did they do that?”
Then, years ago, I became good friends with Greg Miller, Michigan’s grand guru of branding.
At our weekly coffees at “The Club” (Tim Horton’s or Grand Traverse Pie), Greg further convinced me how many of my industrial friends were not capitalizing on branding and how it could benefit them…particularly in the age of search, social and mobile. We both felt that the web & new technologies were brand multipliers…if done properly.
Every time I approached the concept of branding the typical response was, “We have a good logo and re-did our tag line recently” …or something similar. I would then check out their website, sales literature, brochures, social accounts, etc.
And what did I find?
Absolutely nothing to distinguish them from their industrial competitors.
Continue reading “Nobody Will Fall in Love with Your Industrial Logo”