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The Way Forward: Revolutionizing B2B Marketing Communications in the Workplace Future

Explore the challenges of brand relevance in the workplace future. Dave Wilson from CFM Context delves into solutions including brand bravery, standards adoption, and industry repositioning. Discover how to navigate the sea of noise and inconsistency through this thought-provoking discussion on brand confidence and competitive tendering. Sponsored by The Crystal, this event on February 12th, 2012, is a must-attend for industry professionals seeking to stay ahead in a world of commoditized features and dullness.

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The Way Forward: Revolutionizing B2B Marketing Communications in the Workplace Future

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  1. W O R K P L A C E F U T U R E S THE CRYSTAL February 12th, 2012 With thanks to our sponsors

  2. The Way Forward? Dave Wilson CFM

  3. Context:

  4. Mythology

  5. No Brand Confidence “Brands matter because the B2B marketing communications world is characterized by numbing sameness, commoditizedfeature wars, and laundry lists of product benefits. In other words, there is a sea of noise, parity, clutter and dullness” - Kevin Randall, brandchannel.com

  6. Inconsistency of Industry and Profession

  7. Competitive Tendering

  8. Summary: No Value Proposition

  9. Some possible solutions:

  10. Be Brave with Brands

  11. Adopt Standards

  12. Replace Tendering with Benchmarking

  13. Restate the industry proposition

  14. If we don’t change …

  15. Nothing lasts forever…

  16. Or to put it another way …

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