Market Directions is a brand performance consultancy. Other panelists included John Favalo, EMA Group Managing Partner; Gary Slack, Chairman/CEO, Slack – Barshinger; and Catherine Monson, PIP President.
Sifting through all the smoke and mirrors in today’s competitive environment, the panelists quickly zeroed in on the core issues surrounding the future of B2B marketing. In a word, it’s all about brand. Spaulding noted the impact of competition upon such areas as brand awareness, loyalty, popularity, differentiation, value and use.
“It is crucial for brands to measure themselves against top competitors using such parameters,”
Competitors place demands upon all brands. The future is bright for those B2B brands that capitalize on their competitive strengths and advantages. In fact, going forward many experts concur brand will become the only major sustainable competitive advantage in many areas of B2B.
“As real, value-based differentiation in B2B brands commoditize and erode,” said BMA Immediate Past Chair Keith Pigues, “more emphasis will be placed on brands and brand building to increase differentiation and accelerate profitable top-line growth.”
To survive competition and grow the business, Spaulding and others mentioned the importance of product innovation, brand diversity, brand resiliency, co-partnering and globalization as key ingredients. Relevance of brand will also figure into play.
“Brands are assets…significant ones. Successful brands of the future will be managed along appropriate metrics and will not only contribute to ROMI but also aggregate asset value on their own right,” noted John Favalo of EMA Group.
Finally, the most successful brands are those whose corporate culture reflects the brand. The CEO’s role is crucial in building and sustaining adequate brand identification from within. It’s important to keep in mind the successful, positive assimilation of the brand.
“You want employees to think, speak, and act in ways that create the kind of customer experience your brand aspires to,” said Catherine Monton of PIP. “It all comes down to building a brand-based culture throughout the organization.”
The BMA Conference included a “power” lineup of similar expert speakers, seminars and workshops throughout the three-day event. The organization designed the conference to assist B2B marketers crystallize their marketing programs, advance their brands, and network with peers.
About Market Directions
Market Directions is a Brand Performance consultancy that provides clear direction for brand growth through the voice of the customer. The company helps businesses through new brand acquisition, repositioning, brand extensions — no matter where the brand is in its lifecycle. Market Directions can help define a solution that will translate into business results. For more information visit http://www.marketdirections.com.
About BMA
Focusing solely on the field of B2B marketing, BMA provides a wide range of services, resources, and opportunities to help you meet the daily challenges of sustaining business profitability and more. A national organization with local chapters, the BMA offers its members professional development, networking opportunities, marketing studies, case studies and partnership programs. For more information, visit http://www.marketing.org/
