B-to-B Insights: Lost in Translation
Can you maintain your brand’s “look and feel” on an outbound phone call? Does your fulfillment packaging reinforce your company’s “one thing”? Is your brand clearly understood in your print catalog, but misinterpreted in your e-mail campaigns?
You may answer, “Our logo is on everything.” That’s important, but saying your logo is your brand is like saying a name tag is you. Your logo identifies your brand, but that brand is much more than a mere trademark. Think of your brand as your company’s personality: It makes your company different from every other company in your niche. But have you identified the one thing that makes it different from your competition?
- Companies:
- Livers Bronze
- Staples
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
