The Three Pillars of Brand Marketing

I’m a lover of everything brand.  Branding is essential in the marketing of all products and services, including B2B purchases.  The buying decisions made within corporations are still done by people.  Buyers not only respond and are influenced by the emotive qualities (imagery) of branding, but also by the “brand proposition” or the unique, relevant messaging conveyed by marketers. Business people buy the brands they trust.

The brand platform forms the basis of how a brand is perceived and guides the consistent use of the branding message throughout all communication vehicles, including the website, PR, and advertising. The companies that excel at branding are able to develop a loyal “brand community.”

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Why Marketing Matters?

Welcome to my first post. I hope this blog inspires, engages, and creates a journey of personal discovery and Kaizen – a Japanese philosophy of “continuous improvement.”

I believe that marketing is part art and science, reflecting creativity and the need to deliver desired results.  This blog will focus on a wide variety of topics, indicative of the wide domain and skill sets of my fellow marketers.  Areas of interest include marketing automation, branding, inbound marketing, social media, search, blogs, sales alignment, content marketing, and digital marketing. I know it’s a long list!

So why another blog on B2B marketing?  Irving Frydman is a marketing communications professional with more than 20 years of experience in corporate marketing.   At times, called the “branding guy,” “the PR guy,” or simply “marketing.”  I’ve watched marketing evolve into a science, with more sophisticated analysis and the tools to drive accountability across the marketing organization.  As a former marketing operations manager, I can add the “Marketing ROI” perspective for my readers.

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