41 minutes | May 22nd 2020

The Most Important Consideration in Building a Well-Distilled Brand

Hi, and thanks for checking out episode three of Kill the Ad Man. Quick question for you: What is the most important consideration in building a well-distilled brand? Is it a logo? A vision statement? Maybe the brand story?

All of these are important considerations in the big picture that makes up a brand. But the most important component of building a well-distilled brand is… People! Seems really obvious, right? Brands are a function of communication, and communication is always about people. And this is why the term P2P marketing, or person-to-person marketing, has gained traction in the last few years.

So what is different about P2P marketing and communication? How can it be effectively translated for both B2C and B2B brands? How can brands win the minds AND hearts of people to not only win business, but build loyalty? And which companies are doing this successfully?

In this episode, we examine what P2P branding is, why it’s important for B2C and B2B marketers and brand owners, what some strategies are to implement it in marketing and communications plans and we’ll have a look at some examples of who’s doing it really, REALLY well. Because big or small, brands of all sizes are embracing P2P and winning.

Have feedback or a comment to make? Visit http://killtheadman.com and drop us a note on our contact page. Think we’re full of it? Completely agree? Fall somewhere in between? We’d be happy to hear from you.

If you want to learn more about what we do at Rebox – a B2B Brand Distillery, visit us at http://wearerebox.com

Thanks for listening!

Cheers,

Kevin M. and Mr. Rob

This Episode’s Takeaways

·       P2P isn’t going away anytime soon.

·       P2P is about winning the minds AND hearts of the customer.

·       You need to understand your brand story and why it matters to the customer.

·       TELL YOUR STORY TO THE WORLD in a way that connects with people.

Sources:

Apple, "Misunderstood": https://youtu.be/v76f6KPSJ2w

HP “The Wolf”: https://youtu.be/ZUP4ib5FzGs

Caterpillar “Stack”: https://youtu.be/DWc8dUl7Xfo

GE “Apollo 11 Story” https://youtu.be/D9fsQkjUNrQ

GE “What’s the Matter with Owen” https://youtu.be/wJZHXfcNZBU

GE “The Boy Who Beeps” https://youtu.be/MG2cMVch48k

GE “One More Giant Leap” https://youtu.be/mpi0NaNcUeY

Quickthree Case Study http://wearerebox.com/portfolio/making-a-stand-up-product-stand-out/

Sitar & Milczarek Case Study http://wearerebox.com/portfolio/like-part-of-the-family/

Blendtec “Will it Blend” https://youtu.be/bFkYKKVuGbk

Google “From Promotion to Emotion: Connecting B2B Customers to Brands” https://www.thinkwithgoogle.com/marketing-resources/promotion-emotion-b2b/

Harvard Study “The B2B Elements of Vale” https://hbr.org/2018/03/the-b2b-elements-of-value