What is a brand?
Ironically, even people who work in branding often struggle to answer this question. That’s why, at CMDi, we have created a useful metaphor to help everyone in the built environment sector understand what is mean by a “brand”.
How to sharpen your brand – it’s all in the mind
In its simplest form, your brand is your company’s reputation: the way it is perceived by people; specifically, by your target audience. Yet perception is anything but simple.
Accelerating vital relevancy and standout for builders’ merchants
Builders’ merchants depend on one constant to survive: that their business continues to be the go-to supplier for builders in their area. Obvious? Yes. Easy? No.
How personalisation is key to builders’ merchants’ survival
Best-in-class retailers use personalisation to make purchases faster, easier, and more seamlessly intuitive for their customers at every touch point – maximising the value of the data available about their individual preferences.
Making builders’ merchants e‑relevant, not irrelevant
Time’s running out. With digital-savvy buyers demanding the convenience online services bring, merchants must either make the switch to e-trading and marketing or watch their competitive power fade.
Where to Start?
The right place to start 2019 is by creating a brand and communications strategy, based on customer needs and focused on delivering brand differentiation.
Inertia or Action?
In these uncertain times, flooded with negative news, you should have only one New Year’s resolution and powerful rallying call for your organisation: a strong and stable brand for 2019.
Why persona based marketing is the key to unlocking your growth potential
Built environment businesses and member organisations that recognise the value of treating their customers as individuals will be the ones that achieve a lasting advantage – but only if they get the approach right.
Why built environment brands need to focus less on business and more on people
“Customer centricity” is a popular phrase many B2B marketers use to reassure themselves that they’re putting their target audience first. But here's the thing: the business being marketed to is not a faceless company to which you sell your product or service. It’s a key person, or key people, in that company. Often, the person running it.
The vital role of your brand in persona-based marketing
While many built environment brands now recognise the need to integrate a Persona-based approach to their marketing, too many forget the role of their brand, which is why CMDi has put together this vital guide.