Who cares about your brand?
I suggest that an attitude of indifference is the biggest problem that many B2B manufacturers, OEMs, and dealers are facing.
Rui Lapa
6/17/20243 min read
Research into who and why is a core part of most business plans and corresponding sales and marketing strategies.
Recently, I have been working with a company to help them clearly identify and understand specific target audiences in their customer journey map. Further, helping this company reframe perspective, especially for their brand, has been very challenging.
Doing research is simple to understand, yet very difficult to do properly. Why?
Lack of skill? There are more skilled employees available than ever before.
Lack of knowledge? Degrees and certifications are more accessible than ever.
Lack of experience? Access to experienced people is great in most industries (one may argue that AI is too new).
Lack of tools, data, or shiny technology? AI, ML, CRM, MA, PIPS, datasets, and market data are all available and at reasonable prices for the most part.
Indifference to what? <My Brand>
It seems every brand is innovative, creative, advanced, using AI, the best place to work, most rigorous with standards, creating value, and best at providing solutions.
Further, it seems that we all know who buys our product, and yet the market share mix has been stable between OEMs and corresponding dealers for the most part, with a few exceptions (which provide clues).
Indifference by who?
Herein lies the challenge. I suggest we dig much deeper in this vein. Whoever has this indifference to <My Brand> is a key component to being able to differentiate.
Picture 1: Who should care about your equipment brand?
Picture 2: Who should care about your equipment brand?
These two individuals are not associated with the same organisation; one is providing a service to the other. When it comes to ensuring the long-term survival of your equipment manufacturing brand, it's crucial to identify the key individuals you need to influence over multiple generations.
#brandstrategy I'm beginning to believe you might be going down the right path...🎯
I suggest that an attitude of indifference is the biggest problem that many B2B manufacturers, OEMs, and dealers are facing.
Research into who and why is a core part of most business plans and corresponding sales and marketing strategies.
Recently, I have been working with a company to help them clearly identify and understand specific target audiences in their customer journey map. Further, helping this company reframe perspective, especially for their brand, has been very challenging.
Doing research is simple to understand, yet very difficult to do properly. Why?
Lack of skill? There are more skilled employees available than ever before.
Lack of knowledge? Degrees and certifications are more accessible than ever.
Lack of experience? Access to experienced people is great in most industries (one may argue that AI is too new).
Lack of tools, data, or shiny technology? AI, ML, CRM, MA, PIPS, datasets, and market data are all available and at reasonable prices for the most part.
Indifference to what? <My Brand>
It seems every brand is innovative, creative, advanced, using AI, the best place to work, most rigorous with standards, creating value, and best at providing solutions.
Further, it seems that we all know who buys our product, and yet the market share mix has been stable between OEMs and corresponding dealers for the most part, with a few exceptions (which provide clues).
Indifference by who?
Herein lies the challenge. I suggest we dig much deeper in this vein. Whoever has this indifference to <My Brand> is a key component to being able to differentiate.
Picture 1: Who should care about your equipment brand?
Picture 2: Who should care about your equipment brand?
These two individuals are not associated with the same organisation; one is providing a service to the other. When it comes to ensuring the long-term survival of your equipment manufacturing brand, it's crucial to identify the key individuals you need to influence over multiple generations.
#brandstrategy I'm beginning to believe you might be going down the right path...🎯
I suggest that an attitude of indifference is the biggest problem that many B2B manufacturers, OEMs, and dealers are facing.
