Safe, rational and bland are becoming the default.
2:06
Safe, rational and bland are becoming the default.
They don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?
The cites of the word in classical literature
There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn't anything embarrassing hidden in the middle of text.
Most buyers aren’t ready to buy today, but they are forming opinions. If you’re not memorable, you’re not even in the running later.
Rational messaging might check boxes for procurement, but emotional resonance is what builds brand affinity.
Safe, rational and bland are becoming the default for many in the B2B space; the old rinse and repeat white papers, webinars and tech specs. And while these have a place in nurturing the 5% of buyers actively considering a purchase, they don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?
Way too many B2B brands over-prioritize lead generation at the expense of long-term brand-building. But without a strong brand, your pipeline dries up. And then what?
Example: Salesforce’s “We Bring Companies & Customers Together” campaign was a brand-led initiative that positioned them as more than just a CRM provider. While they still run targeted demand-gen campaigns, their category ownership comes from bold brand messaging.
Safe, rational and bland are becoming the default.
They don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?
The cites of the word in classical literature
There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn't anything embarrassing hidden in the middle of text.
Safe, rational and bland are becoming the default for many in the B2B space; the old rinse and repeat white papers, webinars and tech specs. And while these have a place in nurturing the 5% of buyers actively considering a purchase, they don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?
Example: Salesforce’s “We Bring Companies & Customers Together” campaign was a brand-led initiative that positioned them as more than just a CRM provider. While they still run targeted demand-gen campaigns, their category ownership comes from bold brand messaging.
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