Marketing Lessons From The Shore
Marketing Lessons From The Shore I just got back from a week’s vacation at the New Jersey shore. And what a vacation it was. A true getaway from the information overload that has become the daily and the common. For the entire week, I didn’t watch TV, listen to the radio, stream anything, read any news and most of all, answer any email.  Continue Reading...
Overcoming A Lack Of Product Differentiation – Lessons Learned From The Water Disinfection Market
Overcoming A Lack Of Product Differentiation – Lessons Learned From The Water Disinfection Market For years, manufacturers in the water market have followed a similar marketing process to tell the world about their new products and services. In fact, I’d argue that this traditional marketing approach has been applied the world over across all industrial markets by manufacturers introducing new products.  Continue Reading...
Ignoring The Silent Majority
Ignoring The Silent Majority Recently I walked the trade show floor of one of the largest water-related conventions in the United States.  There was a plethora of pipes, valves, computer screens with pictures of engineered systems, and anything and everything that can describe why I should be running, not walking, to each booth to listen to the “latest and greatest” (AKA a sales pitch) solutions providers have to offer the market. It got me thinking...  Continue Reading...
Applying An Asset Management Approach To Improve Your Marketing Efficiency
Applying An Asset Management Approach To Improve Your Marketing Efficiency The world of water distribution and treatment is becoming more analytical by-the-hour as a variety of converging trends impact the industry. Perhaps the most significant has been the falling cost of computing. As reported by Andy Klein on Backblaze, the cost of a gigabyte has dropped from $500,000 in 1981 to $0.03 today. This has driven the evolution to cloud computing, where storing data has effectively become free.  Continue Reading...
The Next Burgeon In The Water Market Is Here
The Next Burgeon In The Water Market Is Here As of this writing, I truly believe that the water and wastewater market is on the verge of a burgeon.  The last burgeon I remember was in the early part of this century when contaminant removal, specifically arsenic and manganese, was being driven by a change in regulation.  At that time there were contaminant removal companies popping up left, right and center.   Continue Reading...
Aren’t Utilities And Vendors Wanting The Same Thing?
Aren’t Utilities And Vendors Wanting The Same Thing? I was recently at a conference that featured a series of panels containing senior managers from large water and wastewater utilities. In attendance were many representatives of manufacturers and solution providers eager to have said utilities adopt their products. A number of the panelists were asked what they look for in a vendor.  Continue Reading...
The Difference Between Marketing Collateral And Content
The Difference Between Marketing Collateral And Content For the better part of the past century a marketing department was tasked with developing compelling marketing collateral.  That collateral was designed for salespeople to have something to bring along on sales appointments and serve as the center discussion point for their meetings with clients.   Continue Reading...
More Blog Posts

BRAND PUBLISHING FOR THE WATER INDUSTRY

Hi, I’m Travis Kennedy, Founder of B2Brand Water.  If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.  

More about me here.

BRAND PUBLISHING RELATED STORIES

A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:

  • How To Discover Your Organization’s Story
    How To Discover Your Organization’s Story

    I was conversing with one of my writers the other day regarding an abstract for a recent podcast. Unlike all other vendors, the company had used the podcast to talk about their company culture instead of a specific product or solution. In the water and wastewater industry, where differences in product are often negligible, could creating content about your culture be more meaningful in attracting customers than writing about your product?

  • 12 Insanely Successful Real Estate Marketing Ideas From Top Agents
    12 Insanely Successful Real Estate Marketing Ideas From Top Agents

    What does selling water and wastewater equipment have to do with real estate marketing? Not much but this Hubspot post got me thinking. How many of us use sites such as Realtor.com or Zillow.com when searching for homes over visiting the individual realtors’ websites?

  • Our Customers Are Voting With Their Time
    Our Customers Are Voting With Their Time

    David Brock’s post talks vividly about what is taking place with your sales reps in our information-rich world. Unless they can provide a level of insight that can’t be sourced elsewhere, they will be locked out of the critical early stage of the buyer’s discovery process.

More Brand Publishing Related Stories