Differentiating B2B brands creatively
Marketing will always be under pressure to deliver measurable return on investment. Businesses will continue to fight for supremacy in increasingly competitive markets where product functionality is ubiquitous. And yet in B2B communications, the primary business asset – the brand – is at best under valued and misunderstood, at worst almost wholy ignored.
There’s no doubt that people buy product functions – so yes, there’s a place for functionality. But when the function is broadly the same across products or services – emotions, concepts and creative ideas become the differentiators.
We buy a TV for the size of the screen; we buy a Sony TV because it’s ‘Like no other’. We wear trainers to go running; we buy Nike trainers because we want to ‘Just do it’.
What is the Creative Platform®?
A Creative Platform is the combination of strategic process and a creative product. It encapsulates what you need to say to your target audience in a uniquely creative way which means that your brand and products stand out from your competitors’ brands and products. It brings an emotional reason for purchasing and creates attachment. Because your company and products are now different and just more of the same functionally led marketing.
Why build a Creative Platform?
If a creative platform is what differentiates one company’s marketing to another, the question should really be ‘how can you hope to survive without one?’
A creative platform delivers not only the insight and clarity that articulates what you want to sell, but also to benchmark against what your audience actually wants to buy. Birddog’s Creative Platform does so creatively – with character, style and personality. These are the emotive triggerts that we all respond to in our daily lives. And yet B2B brands seem incapable of creative articulation in their corporate communications.
Once your Brand Strategy is in place, the Creative Platform provides the assets that separates relevant, objective creative expression from ‘pink creative’ – as in, “We’ll just go with this one because my wife likes pink…”
The Creative Platform® is the most efficient and effective way of delivering consistently creative brand communications known to all mankind. Really.
How is it Delivered?
- Initial Consultation/Briefing/Planning
- Needs-Based Proposal/Scope of Work
- Secondary Research
- Key Stakeholder Workshop(s)
- Primary External Research (Qualitative)
- Primary Internal Research (Quantitative)
- Analysis of Findings
- Creative Platform Report
- Creative Articulation
- Delivery of Assets/Project Completion
- Tactical Campaign Planning/Application
Want to know more? Read our frequently asked questions or contact us directly.
