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Avoiding Disinformation In The Water And Wastewater Industry
Avoiding Disinformation In The Water And Wastewater Industry It’s been 26 years since the World Wide Web became publicly accessible and the Information Age was born. Over that time, we’ve seen more and more information become instantly available to the point where many would argue, we now have too much of it. “Fake News” has become the leading political accusation of the day, suggesting that we might now be extending ourselves beyond information into the Disinformation Age. &nb...  Continue Reading...
Big Data And What It Means For Your Content
Big Data And What It Means For Your Content At ACE 2017 last month in Philadelphia I had the opportunity to join many market leaders on air as part of Water Talk (formerly the world famous Water Online Radio).  It was revealing to see how the water utility market has evolved when you compare the topics discussed at ACE 2013 with those discussed at ACE 2017.  Four years ago, conversations centered on the virtues of specific product features, in an attempt to differentiate...  Continue Reading...
A Conversation With George Hawkins, General Manager for DC Water- A Case Study In Brand Value
A Conversation With George Hawkins, General Manager for DC Water- A Case Study In Brand Value I recently reviewed a Water Online interview with George Hawkins, General Manager of DC Water.  The discussion had a lot to do with how DC Water has become a market leader in many things but none more important than brand value and innovation.  Continue Reading...
How To Write Persuasive Content
How To Write Persuasive Content As sales and marketing professionals, we all want our words to be persuasive. But how do you craft content that truly persuades? Persuasion isn’t about winning an argument. If you’re in an argument and you win, you’ve likely achieved concession. But rarely are you going to hold on to that hollow victory. Your customer will easily concede to your competitor if they are as good at winning arguments as you are. Or they’ll...  Continue Reading...
Brand Value:  What Is It & Why Your Brand Will Fail Without It
Brand Value: What Is It & Why Your Brand Will Fail Without It Over the past few months I’ve been following, very intently, the story about the fall of what was once a mighty American brand.  Last week Uber fired almost two dozen employees and this past week, its CEO resigned following allegations of harassment, discrimination and inappropriate behavior.  As a result, the ride-hailing company is struggling and deservedly so, to save whatever Brand Value they have left after such toxic...  Continue Reading...
The Difference Between Sales Lead And Sales Prospect And What It Means For Your Business
The Difference Between Sales Lead And Sales Prospect And What It Means For Your Business This is an exciting time in the business-to-business world.  Never before has a manufacturer in the water and wastewater market had the opportunity to control their own destiny to the extent it does right now.  Continue Reading...
Why Generational Considerations In Water Industry Marketing Are Flawed
Why Generational Considerations In Water Industry Marketing Are Flawed Once a week I receive a cartoon about marketing from Tom Fishburne (The Marketoonist). This past week’s email contained a cartoon of five sales and marketing-types sitting around the boardroom with the Company President exclaiming “What do we know about Generation Z so we can get them to buy stuff?”  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:

More Brand Publishing Related Stories