Topic | Branding

SAP is a B2B pure play, but changing buying patterns have led the company to adapt B2C marketing practices to connect with decision makers.

Restructuring processes to help sales reps find and use relevant content has helped Oracle increase customer engagement.

As Independence Day approaches, many brands are flying the red, white and blue. How does your company express patriotism with brand values?

A newly revamped web presence is helping UL create a message of trust, a core value for the 125-year-old brand.

Think a bulldozer is an analytical, emotion free purchase? Think again, says Victoria Morrissey of Caterpillar. Emotion—and risk—play a huge role in B2B.

Most presentations on brand strategy don’t typically begin with an apology, but the market position of Boeing is anything but typical.

What’s in a name? A lot. Relation Insurance strengthened its brand connection to a number of B2B verticals through a year-long renaming initiative.

Brands looking to spend their festival marketing dollars at Woodstock 50 this summer will need to invest elsewhere.

Conversations around inclusivity and diversity has had a major impact on marketers, not only on how they connect with the LGBTQ community, but internally on how they treat LGBTQ employees.

Hiscox launched a new campaign this week designed to highlight the unique insurance needs of small businesses.