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

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...
Cashing In On Brand Publishing For Small Business Success
Cashing In On Brand Publishing For Small Business Success What does it mean to become a “trusted partner” of a prospective customer, or even a current one?  Is it really possible to separate your brand and company from all the competitors making their “sales pitch” to the target audience you share?  The answer of course is a resounding “YES!” and it’s being done all around us.  The formula isn’t a difficult one to work out. In fact...  Continue Reading...
2 Big Benefits Of Brand Publishing For Manufacturers In The Water & Wastewater Market
2 Big Benefits Of Brand Publishing For Manufacturers In The Water & Wastewater Market Unless the buyer is at the very end of his purchasing cycle and simply looking for a quote to compare vendors and award the sale to the most attractive bid (often the cheapest), sales-oriented marketing material is not going to help you win favor at the critical early stage of the buying cycle.  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...
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...
Should Politics And Your Content Co-Exist?
Should Politics And Your Content Co-Exist? The tie between politics and the water and wastewater industry goes back nearly a century.  When regulations play a large role in the flow (no pun intended) of the market, it’s impossible to separate the two entities.  During the election season last year, I received the strongest reactions and the most feedback on those articles that touched on the political debate.  Continue Reading...
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