Industry Origins are Popular as Business Stories

Although my focus is on the B-to-B world, I summarized three of my favorite B-to-C stories that are well known to many business people, and asked colleagues and cohorts to vote on the one they thought was the most significant to them. My thanks to the thirty pros who responded.  Looks like the oldest story […]

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The Value of Business Storytelling

The value of storytelling goes back a long ways.  Thousands of years.  An unfolding story holds more interest than a mere stating of facts derived from it.  In B-to-B marketing we are fond of saying that it allows a prospect to visualize himself or herself as a user of a given technology, imaging how the […]

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No, Advertising Can’t Save a Brand Under Siege

I believe that Toyota’s TV commercial offering reassurance is an example of “too little, too soon.”  This post is an addendum to the previous blog post and discussion on adding value to a brand through information-rich advertising.  Due to expanding recalls and government-voiced allegations, Toyota is a brand under siege.  The TV spot that has […]

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Letting Customers Explain Your Technology to the Marketplace: Red Hat Does it Well

Letting your customers do the talking, endorsing you by describing their application of your product or service, is the best way to help prospects in your market to “visualize” themselves as a user of your technology, then start asking questions or participating in discussions on-line.  The more complex the technology, and the more varied the […]

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New Survey Shows that Use of Home-Grown Content Continues to Grow

A new survey confirms that B-to-B marketers are increasingly using home-grown content to build relationships with customers and prospects, while use of traditional media declines. Companies are writing their own stories (and their customer’s stories), and most importantly, the survey shows that the marketplace highly values the content and uses it as much as information […]

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