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
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Posted by BBN Central on 2nd Dec 2024
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Posted by BBN Central on 30th Aug 2024
BBN expands in Asia Pacific with Brew Interactive and Custom Media joining the partnership, enhancing global B2B marketing services in the region.
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