Travis Kennedy

Travis Kennedy

Hi, I’m Travis. I’m the publisher of Water Online and the founder of the B2BrandWater.com blog

ARTICLES BY TRAVIS

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...
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...
When It Comes To Your Brand ... “Be Better Than The Pitch!”
When It Comes To Your Brand ... “Be Better Than The Pitch!” When you need a great tagline to use in marketing, negotiations, even blog posts, you need to look no further than Hollywood.  About 5 years ago, the movie Crazy, Stupid, Love came out starring Ryan Gosling and my personal favorite funnyman Steve Carrell in which the former was teaching the later the benefits of being better than his current self.   Continue Reading...
A Warning For Water And Wastewater Manufacturers Trying To Make An Impact At Tradeshows
A Warning For Water And Wastewater Manufacturers Trying To Make An Impact At Tradeshows For those of you who read my articles, you know that I often make the statement that time has replaced money as the most important resource in the business world.  Think about it -- most new products (regardless of industry) are centered on helping people save time first, and save money second.  Continue Reading...
An Open Challenge To Water And Wastewater Equipment Executives
An Open Challenge To Water And Wastewater Equipment Executives We have talked a lot about the connection between sales and marketing. Comparing the two departments and the eternal internal struggle between them over who is more important and more impactful. Two parts of a company that must work together to be productive but in many cases struggle to do so.  Continue Reading...
What Coca-Cola Can Teach Water And Wastewater Manufacturers About Brand Publishing
What Coca-Cola Can Teach Water And Wastewater Manufacturers About Brand Publishing Earlier this month Content Marketing World took place in Cleveland, OH and continued its mission to educate the world on the evolution of marketing. CMI’s message is consistent and unwavering and centers on the belief that marketing is never stagnant. It evolves just like our businesses do and counts on astute professionals to not just react, but to direct its today, tomorrow and beyond. Brand publishing and content marketing are at the...  Continue Reading...
The 3 Basic Problems With Product Centric Marketing In Industrial Markets
The 3 Basic Problems With Product Centric Marketing In Industrial Markets I spend most of my workday discussing the fine art of brand publishing (and content marketing) in relation to a B2B marketplace. Most of the companies I work with design and make engineered systems used in the water and wastewater market. Many companies in this space have been in business for over 30-40 years and have done plenty of conventional outbound marketing over those years.  Print, direct mail, hundreds of trade shows, etc. all...  Continue Reading...
What TV Networks Understand That Marketers Should
What TV Networks Understand That Marketers Should What’s the time? Is it lunchtime yet? I don’t have the time to get all of this accomplished? I can find the time. Is it that time already?  Continue Reading...
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