Brand Strategy - the forgotten hero?

02/08/22 • 23 min

Once upon a time, the brand ruled. Now, obsessed with performance marketing, B2B appears to have consigned brand marketing to the backseat. Is this wise? Richard Parsons, Founder and Managing Director of True, helps unearth the ramifications of such “sole-priority” approaches and nudges us towards restoring brand to its rightful status in the marketing pantheon.

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Living, Breathing, Leading with Brand for B2B Marketing

You are often equated to the brands you create because it evokes gut feelings that may (or may not) be unfairly be associated with your business. Its incumbent upon you therefore to manage it with active leadership involvement. Together with Peter Lyall, Group Director Strategy at Fifth Ring, we discuss how to carve out a brand strategy that will hold strong and guide your business as it navigates uncertain times.

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Who will want to work for you - Why employer branding is vital

Face it, it's a job seeker's market. Your company's reputation is as vital a consideration as your brand perception. But the former is neglected for the most part, often by the best in the business. Together with Carola Hecker, Client Services Director at wob AG, we unpack the essentials of implementing an employer branding strategy.