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Tips for marketing consultants to focus their B2B clients' brand strategy.
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Create A Singular Brand Focus
1.
Create a Singular
Brand Focus B2B Brand Strategy
2.
3.
More touch-points =
more complex
4.
Often can’t hold
or “feel”
5.
6.
Usually reasons why
they buy
7.
Focus brand strategy
on human elements
8.
List personality traits
9.
Describe in detail
10.
11.
Are they aligned?
12.
If not, explore
disconnect
13.
Define picture of
“person” the brand represents
14.
Harley biker guy?
15.
Friendly librarian?
16.
17.
Are they aligned?
18.
If not, explore
disconnect
19.
Define picture of
“person” the brand represents
20.
Harley biker guy?
21.
Friendly librarian?
22.
23.
Clear description
24.
Use phrase if
necessary
25.
26.
Supports their focus
on being the low fare airline
27.
Singular focus drives
marketing and operational decisions
28.
29.
Can verify with
brand audit
30.
If different, create
long-term plan to correct
31.
Commit to this
focus!
32.
Should drive all
strategic decisions
33.
Pricing
34.
Distribution
35.
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