B2B-bloggen

Inlägg taggade med ‘branding’

What is your customer willing to pay?

Postad av Micco Grönholm i Varumärken/Marknadsföring

One of the core issues for B2B marketing is often: ”What is the customer willing to pay?” The answer is simple (at least in theory): the price the buyer can accept (P) is the product’s perceived value (V) divided by the perceived risk of buying from you (R). The percei...

What is the product, and what is the brand?

Postad av Micco Grönholm i Varumärken/Marknadsföring

A product is a good, service or idea that caters to (of fulfills) the needs and desires of organizations, social groups or individuals. A brand is a diverse collection of thoughts, emotions and opinions that are channeled into conscious as well as subconscious expectations of the...

About brand personality and archetypes

04 januari 2010

Postad av Micco Grönholm i Varumärken/Marknadsföring

To define a brand’s personality or character is often perceived as advertising hocus-pocus. One of the reasons is of course that we who work with brand development fail to convey the value of a well-defined brand personality. Another is that the result often seems vague and...

Is a brand really a promise?

11 november 2009

Postad av Micco Grönholm i Varumärken/Marknadsföring

Probably the most commonly accepted definition of a brand is brand guru Walter Landor’s: ”A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.” I agree. But I’ve also long had a nagg...

How important is price?

21 september 2009

Postad av Micco Grönholm i Varumärken/Marknadsföring

If you ask your customers what their most important criteria are for choosing a supplier, most will say: “Number one is ‘price’. Number two is ‘quality’.” They’re lying. But it’s not a deliberate lie. We humans answer the question asked, and this is simply...

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