Grant Marketing Blog

Eight Criteria for a Powerful Brand Essence

Posted by Cam Mirisola-Bynum on Aug 5, 2015 3:23PM

Have a Healthy, Heart-Hitting Company Brand

Why is Walt Disney World® magical? Why are Volvos safe? Why are Jeeps® adventurous? Each of these answers boils down to one thing: brand essence. It is the emotion your brand conveys. In other words, it is the emotional heart—some would say, soul—of your brand. So, Disney World, Volvos, and Jeeps evoke feelings of magic, safety, and adventure, respectively, among their customers. Better yet, these characteristics are associated with these companies even by people who don’t buy Jeeps, Volvos, or go to Disney. Well done.

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Topics: B2B Marketing, Branding, brand message, brand promise, brand essence

Brand and Sales: How Does Your Company's Brand Essence Impact Sales?

Posted by Adele Pollis on Aug 3, 2015 11:30AM

Last Updated on 6/11/2020

The Connection between Brand and the Bottom Line

Years ago, management guru Peter Drucker said, “Because the purpose of business is to create and keep a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

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Topics: Branding, brand message, brand promise, brand essence

How to Reach, Teach, and Retain Your Customers through Effective Brand Strategy

Posted by Samantha Hunter on Jul 7, 2015 10:13AM

Branding Basics contributor Scott Davis puts it best: a brand must inspire how people feel, influence how they behave, and compel them to act. How do you achieve this? Through the successful implementation of a solid and focused brand strategy, of course! This applies across industries and business models—from B2C to B2B. It’s just as relevant for industrial manufacturers. A strong industrial branding strategy is the most important aspect of your marketing efforts. Indeed, it is the foundation that supports and informs all of your marketing messaging. Without an integral brand, your company will blend in with the competition. Use brand development to differentiate yourself from competitors and to communicate your promise to customers. Not only is it your brand’s job to deliver your brand promise, but it should also be directly connected to consumer needs, emotions, and competitive environments. After all, you want your brand to be distinctive to create value and connection among customers.

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Topics: Branding, Industrial Branding, Industrial Marketing, brand development, brand promise

Branding for Science

Posted by Bob Grant on Mar 27, 2015 11:19AM

Creating Out-of-this-World Brands

As a Boston-based brand consulting firm, we like to think we are delivering out-of-this-world branding advice. Little did we know that we would see our efforts actually blast into space. We recently had an opportunity to work with Scientific Solutions in a rebranding and web design project that really took off, literally.

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Topics: Branding, Brand Consulting

5-Step Program for B2B Companies to Create Brand Loyalty

Posted by Bob Grant on Jan 28, 2015 11:26AM

Engage Customers and Keep them Happy

Your brand has one job: deliver its brand promise. You want your customers to value your brand and be loyal to it. Recent studies demonstrate the importance of brand loyalty, and because of the value of brand loyalty, many consumer-based companies create brand loyalty programs for their valued customers. Makes sense. Why is it, then, that B2B companies don’t generally have loyalty programs for their customers? It’s an opportunity often overlooked by B2B companies.                                                                                                                                         

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Topics: Branding, brand development

What is Brand Value?

Posted by Bob Grant on Dec 26, 2014 11:39AM

Last Updated on 6/23/2020

Does Your Manufacturing Company Know Its Brand Value?

Why Your Brand Is More Than Just a Logo

Corporate branding is a valuable investment that pays off for B2B and B2C companies alike. Forbes’ 2019 report on the world’s most valuable brands found Apple at the top of the chart with $205.5 billion, a significant increase from their brand value of $124.2 billion in 2014. What is the value of your company’s brand? Does your company have a brand strategy?

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Topics: Branding

Shoot for the Stars with Your Brand Promise

Posted by Cam Mirisola-Bynum on Sep 11, 2014 1:56PM

As Opposed to Being Shot Down by It 

To people of a certain generation, their first introduction to “branding” had more to do with the etched insignia on the rump of a cow than the brand promise of, say, their favorite frosty beverage. Jump forward a few decades and today’s average consumer is, at least subconsciously, educated on what the brand promise is for each of the products that they depend on.

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Topics: B2B Marketing, Branding, brand development

What Artie T. Can Teach Us about B2B Branding

Posted by Cam Mirisola-Bynum on Sep 4, 2014 4:22PM

Your Brand Development Strategy Could Use a Shot of This! 

Here in Boston, some of us have watched, waited, and watched and waited some more for the final resolution of the previously unprecedented part walk-out, part-strike, and general boycott drama with a local supermarket chain at the epicenter. As I sat at my desk in our Boston branding agency creating campaigns that incorporate things like brand strategy development into marketing plans, knowing that the board meetings that had rival Market Basket (MB) factions going head to head were somewhere in the very building I work in, I pondered my tempered obsession.
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Topics: Branding, brand development

Brand Messaging Owns You—What Brand Do You Belong To?

Posted by Cam Mirisola-Bynum on Aug 27, 2014 2:51PM

Own Your Brand Development Strategy

Brands seep into our consciousness, support our lifestyle activities, and influence our spending. Heck, they help shape it all. You don’t have to be a specialist in brand strategy development to get a sense of what I’m talking about. Whether you are a company head worried about B2B brand strategy or a mom looking for the right educational toys for her tots, brand messaging is at the heart of your purchasing decisions. Often because brand consultants have managed to get to your heart.

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Topics: Branding, Industrial Branding, brand development

Boyhood, Brands, and Why I Love What I Do

Posted by Rob Levinson on Aug 19, 2014 12:27PM

Memories Through the Lens of a Brand Strategist

Having guided many companies through brand strategy development in a Boston brand strategy agency, I tend to see the world through the lens of a brand strategist. But I didn’t see this one coming.

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Topics: Branding, Industrial Branding, brand development

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