B2BNow

A study on the value of consumer relevance to B2B brands

#B2BNow

@siegelgale

   Siegel+Gale is the simplicity company. We define, design and deliver compelling brand experiences that are both unexpectedly fresh and remarkably clear.

Our promise  

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We offer

•  Research •  Brand strategy •  Brand architecture •  Experience strategy •  Simplification •  Content strategy •  Content development •  Naming •  Visual identity •  Environments •  Global implementation •  Employee engagement •  Digital experiences

+ Why we conducted this study

+ Key takeaways

+ How we evaluated B2B brands

+ How B2B brands build consumer relevance

+ How relevant are you to consumers?

B2BNow A study on the value of consumer relevance to B2B brands

!!We’re deeply interested in B2B branding and set out to understand the value of consumer relevance to B2B brands

Why we conducted our B2BNow study  

“B2B2C” = 892,000!“B2B vs. B2C” = 1,020,000!“B2B vs. B2C trends” = 3,540,000!!

Why we conducted our B2BNow study  

Most B2B companies still debate the business benefit of building a strong brand that everyday consumers can understand and relate to.!

Why we conducted our B2BNow study  

Why we conducted our B2BNow study  

B2BNow sheds definitive light on the value of building simple B2B brand experiences that can even engage and be relevant to consumers.!

Key takeaways  Business decision-makers are more likely to consider B2B brands that consumers know and feel connected to. Our analysis reveals that the most relevant B2B brands:!

1 Make their impact tangible to consumers!

2 Foster consumer-centric cultures of innovation!

3 Generate demand through cohesive brand experiences!

4 Use simplified design to clarify offerings!

We asked  9,500 Consumers!450 Business decision makers!

To evaluate  64 B2B-focused brands based on two attributes:!Familiarity & Connectedness!

Top attributes associated with brands that connect most  Know me

"Understands people’s needs!

Be there for me "Reliable!"Trustworthy!"Makes people’s lives easier!

Tell it like it is "Communicates clearly  

Drives demand

B2B brands that build consumer YLSL]HUJL�YLHW�ZPNUPÄJHU[�I\ZPULZZ�ILULÄ[Z�

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Boosts the bottom line  In a side-by-side comparison between the 10 most and least connected brands, the Top 10 showed:!

27% More growth in stock value from 2010-2013!

8% Higher ratio of intangible assets to total assets in 2012

31% Greater growth in revenues from 2010-2013

How B2B brands stack up

1. Google

2. Microsoft

3. Intel

4. Bosch

5. Dell

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High Relevancy

6. FedEx

7. 3M

8. Bayer

9. Lenovo

10. GE

11. IBM

12. UPS

13. Xerox

14. Siemens

15. Caterpillar

16. Mitsubishi

17. Cisco Systems

How B2B brands stack up  

How B2B brands stack up

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How B2B brands stack up

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How B2B brands stack up

1. Glencore Xstrata

2. Continental AG

3. Ingram Micro

4. Cardinal Health

5. Johnson Controls

6. DENSO Corp.

7. SYSCO

8. Munich ReGroup

9. BT

10. Maersk

11. United Tech

12. BNP Paribas

13. Allianz

14. ArcelorMittal

15. Berkshire Hath.

16. China State

17. Royal Dutch

18. AIG

19. Exxon Mobil

20. BHP Billiton

21. China Railway

22. ThyssenKrupp

23. Dow Chemical

24. Lockheed M.

25. Foxconn Tech.

26. JP Morgan

27. PHOENIX

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Not Relevant

How B2B brands build consumer relevance���4HRL�[OLPY�PTWHJ[�[HUNPISL�[V�JVUZ\TLYZ

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Make their impact tangible to consumers

IBM Highly RelevantAnswers call for change with purpose

0)4�PZ�ZWLJPÄJ�HIV\[�[OL�PUK\Z[YPLZ�and capabilities it advances

(UK�\ZLZ�YLSL]HU[�JHZL�Z[\KPLZ�[V�ZOV^�how it advances industries and humanity

IBM achieves mass market appeal by showcasing technology in action

Connects on a human level and makes it real

Make their impact tangible to consumers

CiscoHighly Relevant

“We can’t just say it provides 322 terabits per second of processing. What we need to say is that 322 terabits per second is enough for every man, woman and child in China to be on a video call at the same time.”-Doug Webster, director, strategic communications, worldwide service provider marketing

Cisco still seeks to prove its relevance and connect with consumers where they are

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And contextualize it for consumers in a tangible, relatable way

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Fail to make their impact tangible to consumers

Huawei Known but not RelevantQuestions, not answers, abound

Huawei tried to open up ^P[O�H�JVUZ\TLY�MHJPUN�campaign

But messages don’t clarify who the J\Z[VTLY�PZ��^OH[�[OL�IYHUK�VɈLYZ�and why it matters

Fail to make their impact tangible to consumers

Boeing and AirbusKnown but not RelevantMissed connections

)VLPUN�HUK�(PYI\Z�IV[O�MVJ\Z�WYPTHYPS`�on marketing to customers

In the minds of consumers, these IYHUKZ�HYL�VM[LU�KLÄULK�I`�MHPS\YLZ

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Rather than connecting with consumers, (PYI\Z�MVJ\ZLZ�VU�KLWVZP[PVUPUN�)VLPUN

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Culture of risk-taking and fresh thinking pays off

Foster consumer-centric cultures of innovation

3M Highly Relevant

3M is synonymous with innovation

They sustain innovation by inviting JVUZ\TLYZ�[V�WHY[PJPWH[L�ÄYZ[OHUK

Consumer experience drives enterprise success

Generate demand through cohesive brand experiences

AppleHighly RelevantGoogle

As Google expands content, audiences and offerings, its search bar continues to be a simple entry point for consumers

Work the way you live

IntelHighly Relevant

Generate demand through cohesive brand experiences

Consumer-friendly messages translate to business

The Intel Inside campaign was a resounding success with consumers

¸3VVR�0UZPKL¹�HWWSPLZ�[OL�ZPTWSL�Z[`SL�VM�¸0U[LS�0UZPKL¹�HUK�I\PSKZ�on existing equity

Use simple design to clarify their offerings

FedExHighly RelevantDelivers clarity through color

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Consumers explore building blocks of innovation

Use simple design to clarify their offerings

3MHighly Relevant

Intuitive tools help consumers explore innovation

How relevant are you to consumers?

#b2bnow

Q+A

@siegelgale #B2BNow

Today’s presenters: Brian Rafferty, Global Director, Insights brafferty@siegelgale.com Margaret Molloy, Global CMO mmolloy@siegelgale.com Related links: Download B2BNow http://bit.ly/1k48lih  

We offer

•  Research •  Brand strategy •  Brand architecture •  Experience strategy •  Simplification •  Content strategy •  Content development •  Naming •  Visual identity •  Environments •  Global implementation •  Employee engagement •  Digital experiences

Contact us

#B2BNow212.453.0400b2bnow@siegelgale.com

Margaret Molloy.SVIHS�*OPLM�4HYRL[PUN�6ɉJLY

Siegel+Gale����(]LU\L�VM�[OL�(TLYPJHZNew York, NY 10011