The Stigma of B2B

By | Creative Strategy, Inside The Studio, Marketing

We do our fair share of B2B work, though, in fairness to our clients, we use that distinction only for the purposes of this post. Philosophically and in practice, we see no distinction between B2B and B2C, or between any industry, market or segment – how we approach their challenges and opportunities are the same regardless of whether it is a consumer brand or an industry trade group. So why the longstanding stigma against B2B? Why the complaints, usually loudest near the creative department, when an upcoming project has the dreaded “B2B” label affixed to it. It’s boring. It all…

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Brand Discovery: Setting The Stage For Efficiency in Creativity

By | Concept, Creative Strategy, Inside The Studio, Marketing, News

Identifying the opportunities for differentiation is essential in creating a brand that is distinct and stands out from the competition. Where are the holes in the market? What are the areas of opportunity for positioning the company visually and tonally? Understanding these questions ensures we’re helping our clients reflect their perspective and approach in a way that is actually unique or demonstrably different. Working with a client on a new brand or brand refresh, this process of learning about the company, the marketplace and competitive set is crucial to the success of the project and for the long-term prospects of…

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