Posted by BBN Netherlands on 19th Sep 2016
My last blog was about the big long idea. The B2B idea spans across mind space, media space, and time. Now I want to talk to you about the B2B clichés. Too often, this monster is still present.
In B2B, complex problems are often simplified and that manifests itself in cliché creations. Yet we are all guilty of having used these at some point in time. A top 10: (which is also such a cliché)
Are there any examples of really creative B2B perspectives? Yes, the ideas that can demonstrate the social relevance of the business proposition. Take for example a sanitation company that doesn’t show their sewage vehicles but focuses on informing people that if the sewer system under the ground doesn’t work properly, then we cannot function properly above ground. Chemistry linked to feeding the world’s population. Carpet linked to cradle to cradle recycling. It doesn’t always work of course, but at least go for surprising, new and different. Or don’t forget humour, even in B2B. In the agency industry: Find the hottest tech talent. A great slogan for a vacuum cleaner: nothing sucks like an Electrolux. You might win the prize for the worst slogan ever, but it catches people’s attention. Avoid boring, tiresome, and dull. Go fight the battle against the cliché monster. Make B2B fun, entertaining, and smart.
Posted by BBN Netherlands on 19th Sep 2016
1 email a month, EXCLUSIVE stories, and 10 minutes of your time.
Subscribe now
Posted by BBN Central on 19th Jul 2024
A recent survey reveals a 30% confidence gap between CFOs and CMOs in marketing's revenue potential. This article explores why this gap exists and how marketing leaders can reclaim their influence.
READ MORE
Posted by BBN Central on 16th Jul 2024
Discover the latest trends and insights in content marketing from Custom Media's comprehensive report on the Japanese media landscape. Learn about the importance of storytelling, top objectives, and challenges in content marketing.
READ MORE
Posted by BBN Central on 12th Jul 2024
Explore the timeless wisdom of Aesop’s “The North Wind and the Sun” in the context of modern AI marketing, highlighting the transition from forceful tactics to personalized, empathetic approaches that truly engage B2B buyers.
READ MORE
Posted by BBN Central on 5th Jul 2024
Traditional B2B landing pages are becoming obsolete. Learn how to create memorable user experiences that foster trust and engagement with strategies for interconnectivity, interactivity, personalization, and exceptional service.
READ MORE
Your generous support will enable the World Bee Project to expand 80 women’s honey businesses throughout 2023–2024. It will also help the women to earn additional income as beekeeping trainers, enabling other women in their communities to acquire financial independence by pursuing livelihoods as beekeepers.
