Brandished Brands: How Yours Can Be a Household Name

A brand can be so strong, you don’t even use the general name for an item—“pass me a Kleenex,” “I’ll get you a Band-Aid,” “I owe you a Coke.” These are all excellent consumer success stories, but building a brand in the business-to-business space requires much more careful strategy to make sure you communicate your value well.

Whether you’re focusing on tapping new markets or maintaining existing ones, it’s important not to lose sight of how the right strategy and effective marketing tactics can position your brand as an easily identifiable entity. Even in complex B2B markets, keeping it simple sends a clear message. Cisco Systems, for example, has a vast product offering of network systems, collaboration/voice/video services and data center components, which can seem overwhelming to the prospective customer. But their brief, memorable taglines “see it, live it, share it” focus on the solutions they can provide businesses, automatically enhancing the perception of the brand.

In the business-to-consumer world, becoming a household name means you’ve created such awareness and positive perception that customers believe they have no other alternative. In the B2B world, your marketing approach is obviously more targeted to specific market segments. Often the most effective brand strategies are those that zero in on becoming the household name of a certain price class, geographic area or vertical market. The brand is brandished with creative key messages to instill certain beliefs in the customer.

For example, CMA recently worked with a 102 year old manufacturer of sound proof wall board made from recycled newspaper. With 4-5 other competitors vying for the loyalty of the same market segments, CMA advised the company to take the approach of being the “premium performance alternative for sound control.” This way, the company staked claim to the middle of the road price point and built brand loyalty among a specific clientele who would keep this in mind long term.

Let us help you become a leader or maintain your brand loyalty with fine-tuned strategies and tactics that communicate and resonate. Check out www.cmasolutions.com to learn more about our expertise.

Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com

NJBiz Names CMA a Top Ad and PR Agency

Creative Marketing Alliance was listed as the #13 advertising agency and the #17 PR agency in NJBiz’s annual Top 50 in New Jersey!

CMA Completes Extensive Website Projects

CMA recently completed website projects for several new clients including Pasquito Builders, Windsor Dermatology, Interior Image and Super Chic.



For the Hopewell, New Jersey based Pasquito Builders CMA helped to increase the company’s regional visibility and strengthen its new project development efforts through the creation of its new website: www.PasquitoBuilders.com. The website features a comprehensive services section, testimonial section, newsroom and gallery of recent projects.



For the 25 year old medical dermatology practice in East Windsor, New Jersey, Windsor Dermatology, CMA determined through its proprietary Marketecture™ process that one of the best ways to achieve greater regional visibility and an expanded patient base would be with a newly-designed website: www.WindsorDermatology.com. CMA expanded and streamlined the content, created and enhanced graphic design, and added Flash photos to the homepage. In addition, CMA provided a completely new brand campaign including logos, brochures, advertising, public relations and social media.



Serving New Jersey, the greater Philadelphia and metropolitan New York areas, Interior Image provides custom interior design/build solutions. CMA designed their website www.YourInteriorImage.com to include website copy with keywords to grab target audience attention and enhance search engine optimization (SEO), news and testimonials sections, a photo gallery with navigation as well as a featured projects section on the homepage.



Sailing from Barnegat Light Yacht Basin, Barnegat Light, New Jersey, the Super Chic is a 56 foot charter boat providing participants with a memorable fishing experience. CMA created a new website for Super Chic: www.SuperChicCharters.com, which features information on dates and fees for various trip opportunities, a monthly “When to Fish Chart,” allowing customers to view the best times during the season to book their trips, and trip details written by the ship’s captain.

Let CMA utilize our cutting edge digital communications to enhance the visibility of your business in the marketplace.

Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com