TBG Whitepaper: A Marketers Guide to Building Effective Marcom Strategies in Bleak Times
Successful marketing strategies are a tricky business even in the best of times. Now more than ever, it is essential that your marketing plan is structured to take on an economic environment that challenges even the savviest of marketers. If your marketing efforts are going to succeed today you need to be sure your strategy is based upon a solid understanding of your brand, your budget, your marketplace, and your objectives.
TBG Whitepaper: Rebranding in Troubled Times
Most marketers today are more concerned with survival than rebranding. However, the current economic struggle may be the perfect environment in which to refresh your corporate brand. When commerce is tight, brand integrity is key to success. Now could be the best time to revisit the core of your brand to be certain you know just exactly who you are, what you do best and whom you serve.
TBG White Paper: The Architecture of Brand Architecture
As the marketplace evolves so are strategies on brand architecture. The branding philosophies that drove architectures a generation ago may no longer make sense today, particularly in the fast-paced high-tech B2B arena. Many forward-thinking marketers are combining the strengths of two long-held brand architecture strategies to create a fresh, flexible, and powerful brand architecture that is well suited to the needs of the high-tech B2B marketplace.
This whitepaper will explore:
- The strengths and weaknesses of product-centric branding
- The strengths and weaknesses of corporate-centric branding
- How tiered branding borrows from traditional branding to create a new strategy that
serves the needs of high-tech B2B organizations.