Brand and communications leaders must drive brand awareness, perception and preference through brand strategy, rebranding, campaigns, advertising, paid media and post-acquisition integration. The SiriusDecisions Brand Lifecycle Framework enables these initiatives by supplying a best-in-class approach to cultivating an effective and durable brand through brand development initiatives and ongoing brand amplification and optimization activities.
Learn more about the model that offers a strategic, integrated approach to corporate communications that ba...
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B2B organizations need to combine long-term brand building and near-term demand creation. What’s the right balance? SiriusDecisions' Ian Bruce review new research from LinkedIn, Les Binet and...
In this guide, we describe five planning assumptions that brand and communications leaders should incorporate into their planning for 2020.
Wishful thinking – we’re all guilty of it at some point. We fantasize about how our life would be if we won the lottery, or how different things would be if we occupied the CEO’s office. Many...
In this Webinar replay, we clarify the components of B2B review sites and provide context for where they may fit into your efforts to support demand marketing and build influence in the market.
In this e-book, you will gain insights into the characteristics of high-performing brands and what sets them apart from the rest.
In marketing, we often behave as if we’re in an inelastic market when we think about audiences. We believe that if an audience responds well to one specific message, then they’ll respond even...
Conducting a brand survey is like flossing: You know you should do it, you mean to do it, and you tell yourself that today is the day that you’ll do it … but then you don’t do it nearly as often...
You'll walk away with data and tips on how to invest in people, programs and technology, what skills your team needs, and what strategies and actions set apart teams and leaders who deliver more.
In this e-book, we explain how to deliver an inspiring customer experience by identifying best practices for brand, employee and customer engagement initiatives.
Data privacy is good for buyers and good for brands. Brand and communications leaders must make data privacy an innate brand attribute the organization promotes, not a legal hurdle it needs to...
In this webcast replay, we explore ways to govern and manage social media networks so they align with your business strategy and protect and build your brand.
Learn about the rebrand work Axway did to modernize the company's brand promise, which no longer reflected the company.
The Yelp effect has expanded to b-to-b marketing, with the growth of user review sites for b-to-b products and services. These crowdsourced review sites provide a new source of data that can...
Communications leaders are responsible for strengthening the effectiveness of internal communications, while also developing the most effective brand and communications programs externally.
In this e-book, we identify the steps required to develop and implement integrated campaigns and highlight considerations for each step.
The SiriusDecisions Messaging Nautilus: Corporate Brand provides a structured methodology for developing corporate messaging that creates a halo of value for offerings and drives business value.
In this replay, you will learn a practical approach to conducting a successful brand survey that delivers reliable, accurate and actionable insights for your organization.
Learn more about the model that offers a strategic, integrated approach to corporate communications that balances proactive and reactive efforts to drive business impact with key audiences.
In this replay, Julie shares the five planning assumptions that will affect Brand and Communications teams in 2019.
In this replay, I outline six planning assumptions to help brand and communications leaders make informed decisions when creating their marketing plans for 2018.