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How Personalization Can Transform Your Brand Publishing in 2018
How Personalization Can Transform Your Brand Publishing in 2018 I’m a dog person.  I don’t care much for cats (mostly because I’m allergic to them) and I’m not an ”exotic pet” guy that has pigs, snakes or rare birds roaming about the house.  Nope, dogs are the best and most dog lovers enjoy making the dog a central part of their family.  Continue Reading...
Content Marketing 101: Water & Wastewater Industry
Content Marketing 101: Water & Wastewater Industry “How can I reach those engineers and operators that drive my top line by purchasing my solutions?”  Far and away, that is the question I have been asked more than any other over the past few years. Historically, and by historically I mean pre-Internet, it was a different ball game (and answer) entirely.  B2B manufacturers and B2C manufacturers reached and influenced potential customers in almost the same way….  Continue Reading...
Has Brand Affinity Become The New Brand Awareness?
Has Brand Affinity Become The New Brand Awareness? I’ve had many conversations over the past 15 years about the value of “awareness.”  The water and wastewater market specifically has focused on awareness as a top marketing goal since as far back as I can remember. Think about the competing colors of pump manufacturers in the market. Godwin orange. Vaughan green. Gorman Rupp blue. Grundfos black. Flygt grey.  All awareness and distinction based.  Continue Reading...
The Three Most Important Words In Marketing For 2018
The Three Most Important Words In Marketing For 2018 There is little doubt that the key to developing and implementing a successful brand publishing campaign is landing on what your message is and how your target audience will relate to it.  Continue Reading...
An Examination Of The State Of B2B Content Marketing And 2 Take-Aways
An Examination Of The State Of B2B Content Marketing And 2 Take-Aways Recently, the Content Marketing Institute (CMI) released its annual study of content marketing and its effectiveness in a B2B setting.  In the 2017 version of the survey, there were a number of important talking points and insights that give an indication of what is working and also what still needs to be improved upon.   Continue Reading...
Disruptive Content Needed To Jolt Staid Water And Wastewater Industry
Disruptive Content Needed To Jolt Staid Water And Wastewater Industry Water and wastewater operators are increasingly having difficulty understanding the differentiating features of water and wastewater equipment manufacturers’ brands. In an industry where state regulations fuel a diversity of vendors getting their equipment approved for a variety of tasks in individual states one at a time, the water and wastewater market is more cluttered than ever. For example, a recent browse by category of WEFTEC 2017...  Continue Reading...
When “Because That’s How We’ve Always Done it” Doesn’t Cut It In 2018 And Beyond
When “Because That’s How We’ve Always Done it” Doesn’t Cut It In 2018 And Beyond Hard to believe it’s been almost 5 years since we started this venture.  Attempting to educate the water & wastewater market on why their traditional marketing tactics are becoming less and less effective has been a real challenge.  I mean nobody likes change.  Getting outside of your comfort zone, especially when you are used to doing things a certain way, is not entered into lightly unless forced on you by the market.  Continue Reading...
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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:

  • 28 Surprising Stats About Prospecting in 2018
    28 Surprising Stats About Prospecting in 2018

    Writing for HubSpot, Aja Frost provides a nice summary of a recent RAIN Group Center for Sales Research study of buyers’ interactions with sales people during the prospecting process. 

  • Don’t Start With Why!
    Don’t Start With Why!

    An interesting post from Yonatan Kagansky about the power of storytelling to support your brand or new product launch. In the water industry, so much of what marketers create is focused on the features and the supporting data of their product lines.

  • How New Startups Can Win At PR – Advice From A 20-Year Comms Career
    How New Startups Can Win At PR – Advice From A 20-Year Comms Career

    An interesting interview with Terra Carmichael about the struggle to be heard in the Information Age. Many of her suggestions are the foundation of a sound brand publishing strategy for any company including pinpointing your audience, researching your readers and crafting your angle.

More Brand Publishing Related Stories