Category: Branding

Why Is B2B So Difficult?

As I teach my marketing courses at the local university, I often hear myself differentiating between the worlds of business-to-consumer (B2C) and business-to-business (B2B) branding. They are drastically different undertakings, after all. B2C mostly deals with the “now” of marketing. It’s often very promotion-based, with sales and offers and high-pressure tactics. It’s tempting to measure… Read more »

Jargon Can Hurt Your Brand

Here at Anchor, we work with a lot of engineers. Our manufacturing, distribution and systems integration clients deal with a lot of technical jobs, and it can be very easy to get caught up in the technical language that goes with them. To an engineer, this language makes sense. But to the layman, it sounds… Read more »

Build A Process To Convert Prospects Into Customers – And Include LinkedIn

How to turn prospects into customers in an effective way: it’s been the holy grail of sales since the first business opened its doors. Let’s say you have a list of email addresses, for example. It’s tempting to simply send out an email blast. However, email blasts need support to be effective. It’s never as… Read more »

Understanding Rebranding

One of the toughest challenges companies face is rebranding. Leaders ask “should we change our name, or shouldn’t we? If so, why? If not, why not?” These are hard questions to answer. It’s not arithmetic so there is usually more than one right answer. Fortunately, we’ve helped companies navigate this process and learned a few… Read more »

Mission Statements And The Blues Bros

Don’t ask me why, but every time I hear someone say, “mission statement,” my mind flashes back to Dan Aykroyd’s character in the film The Blues Brothers. If you’ve seen it recently (or have a really good memory), Elwood tells people “We are on a mission from God.” While he’s pretty convincing, my gut tells me… Read more »

Can’t Find Employees? Discover 3D Printing.

It is well-known that there is a worker shortage in manufacturing, and I know many CEOs lay awake at night trying to solve the issue of recruiting and retaining talent. As a result, many companies have turned to technology like 3D printing (also known as additive manufacturing) to address their needs. While this may seem… Read more »

Hindsight And Headwinds

It was a warm evening in the spring of 1992, and the winds were light and variable as we departed Charleston, South Carolina, for our return flight to Clarksville, Tennessee. Our single-engine Cessna aircraft had the fuel tanks topped off, and the weather for the 500-mile trip looked good. With the steady hum of the… Read more »