We don’t often think about brand beyond shiny messages or cool logos … but we should! In fact, brand touches and impacts everything we do.
With the acceleration of digital transformation, and the sudden pause of physical interactions, brand has quickly jumped to the top of the priority list for many B2B organizations. In fact, one-third of CMOs now place it as a top marketing capability, according to Gartner. It’s time to focus on having a brand perspective, making sure purposes are communicated and differentiating yourself from the competition.
Michael Ruby, Chief Creative Officer at Retina Communications (the ANA 2020 Agency of the Year), will shine a light on the importance of brand in 2021 and beyond during his session at the upcoming B2B Marketing Exchange, which he will present alongside his CEO Ted Kohnen. But before he takes the stage, Ruby sat in the B2BMX Podcast hot seat to discuss the reinvigorated focus on brand, including:
- How to marry the experience you create with the numbers you need to generate;
- Why content is a more powerful engine for building brand than traditional advertising;
- The skills needed to effectively marry any discipline with brand; and
- How to prioritize brand no matter your bandwidth or budget.