Secrets of the Superbrands

We in the Whalepod have been inspired by watching BBC3’s documentary series ‘Secrets of the Superbrands’.

The programme attempts to explore how exactly it is that giants like Coca Cola, Nike and McDonalds ensure global coverage and why is it that their logos are so memorable?

Alex Riley, the programmes presenter, thinks he's immune to brands. So how did that pair of Adidas trainers get in his wardrobe? How did that can of Heinz Baked Beans make it into his shopping trolley? Why do we buy, trust and even idolise these brands?

The sheer power of the so called superbrands had the Whale Marketing team captivated. We have worked on branding with hundreds of clients over the years but are fascinated by how these consumer giants continue to dominate the market. So, what about B2B clients.. could these strategies work when you are aiming at a completely different type of audience?

B2B brand promotion works very differently compared to B2C. For example, B2B brands avoid mass market broadcasts and generally use media that can be targeted at a specific business audience, such as direct marketing both on and offline.

B2B companies are present where their potential customers are: Trade Shows, Exhibitions and increasingly so in online communities but they never advertise on a mass scale like the Superbrands.

As a B2B marketer your brand is your most valuable asset, particularly in recessions as B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution.

You may never be McDonalds… but you can certainly learn from their relationship building tactics. In B2B world, your brand is key and by making your corporate clients trust in it in the long run you will reap the rewards.