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Brand Marketing

The Power of Voice of Customer (VOC) Insights for Engineering Companies

3 min read

The Power of Voice of Customer (VOC) Insights for Engineering Companies

Whether you’re creating a headline for your homepage, a topic for your new white paper, or overhauling your corporate brand position and message, you...

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5 Actionable Ways to Position Yourself as a Thought Leader

8 min read

5 Actionable Ways to Position Yourself as a Thought Leader

Thought leadership is a hot topic. Being a thought leader seems like a ticket to speaking opportunities, partnerships, authority, prestige, and...

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4 Questions to Ask to Define Your Brand Differentiators

5 min read

4 Questions to Ask to Define Your Brand Differentiators

Brand positioning and messaging is a critical component to your business because it tells your buyers who you are and why you're different. When...

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A Guided Framework to Develop Strong Brand Positioning

9 min read

A Guided Framework to Develop Strong Brand Positioning

Simply put, brand positioning is the process of getting your target audience to know your brand and associate it with specific characteristics and...

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How to Create a Corporate Pitch Deck for Engineering Companies

5 min read

How to Create a Corporate Pitch Deck for Engineering Companies

You’ve defined your brand’s positioning and messaging. Now it’s time to develop content to share your engineering company’s story. A great way to do...

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How to Create B2B Buyer Personas for Technical Companies

4 min read

How to Create B2B Buyer Personas for Technical Companies

Buyer personas serve many purposes for your B2B technical company. During the marketing planning phase, it’s important to know the different...

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Managing the Risks and Rewards of Newsjacking

3 min read

Managing the Risks and Rewards of Newsjacking

In the early days of digital media, using national or global news to bring awareness to your brand was seen as a hallmark of a sharp marketing...

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Don't Overcomplicate Thought Leadership

4 min read

Don't Overcomplicate Thought Leadership

There’s a lot of pressure on corporate leaders to also be thought leaders — to be a knowledgeable resource for the industry they serve, a catalyst...

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Captivate an Engineering Audience With a Powerful Spokesperson

3 min read

Captivate an Engineering Audience With a Powerful Spokesperson

For engineering companies seeking to boost brand marketing and gain brand awareness, having a strong public spokesperson is essential. The right...

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6 Considerations for Rebranding Due to a B2B Merger or Acquisition

8 min read

6 Considerations for Rebranding Due to a B2B Merger or Acquisition

Rebranding occurs when a company decides to change a significant element of its brand, and is typically necessary when a company is involved in a...

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The Rising Significance of PR for B2B Engineering Firms

4 min read

The Rising Significance of PR for B2B Engineering Firms

Public relations (PR) is becoming increasingly vital for B2B engineering companies looking to expand brand awareness beyond their owned channels....

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4 Elements of a Cohesive Visual Brand Identity

4 min read

4 Elements of a Cohesive Visual Brand Identity

Your brand identity says a lot about your company. It can tell people your name. It can help to convey your company’s values. It can even illustrate...

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