Let’s go back to the brand. Road to B2B Day 2021
Every covid-19 commercial is the same.
Typing this sentence on YouTube you will find yourself facing one of the clearest drifts that the world of communication is taking, at least from the point of view of the writer of this article: different brands like KissAnime that say the same things, in the same way.
Zero personality, zero spontaneity but above all a lost opportunity to create brand differentiation, to create or widen the gap with competitors. The feeling is that you are willing to bend, squeeze, a brand at every possible opportunity until it loses its shape and characteristic features. Or rather, forcing him to take the most comfortable form from time to time to ride the wave of the moment.
We are not.
If there is one thing that this year has appeared clearer than ever, it is that those who, while changing and adapting to a revolutionized context, are faithful to themselves also survive storms of this magnitude. Those who cover up empty and opportunistic brands with a sprinkling of communication risk really big.
We realized that building a brand, which rhymes with trust, requires time, patience, perseverance, and skill in inserting coherent and repeated actions.
We understand that maintaining relationships over time pays dividends, especially when budgets are tight.
But above all, it is now more evident than ever how we cannot ignore listening to customers and the market, to grasp their dynamics and understand developments.
This is the reason that led us to build together with the Ca ‘Foscari University of Venice a real Observatory that investigates the state of marketing within B2B companies, with a particular focus on the changes forced by this pandemic. There was no shortage of surprises, guaranteed.
All this pappardelle why? Because B2B-Day is back and we believe that there is still so much to say and do about the brand that the protagonist will still be him, after the branding rooms last April, this time with even more data available to share with those who will be part of the event.
We also got bored of following webinars, so we enjoyed experimenting with new and unconventional ways to do what we have always tried to do through B2B-Day: stimulate reasoning through experiences and visions from those who live in this world every day. But also by those who do anything else, because it is from the contamination of ideas that light bulbs that we didn’t even know we had come on.
Never before is it vital to question yourself as in this period. Rethink. Imagine yourself different and better than before. The good ones would say that you leave a trail only if you walk a path that is not beaten.
Our ambition is to put all of us in a position to do so.