In 2004, Dimension Data was losing $4 million a month. Investment in marketing slowed and the brand lost recognition.
When Marisa Jansen van Vuuren was appointed global brand manager 10 years later, there wasn't much of a brand to manage.
Through its partnership with the Tour de France, Dimension Data has revolutionised the fan experience through its analytics, and engaged CIOs of large enterprises with a 13% rise in prompted awareness among prospects.
Marisa's advice was to be brave. Don't just build a brand, but start a motion. Challenge the way things are supposed to be done – and be brave to bring your knowledge and expertise to something you know nothing about.
According to Adobe marketing director Peter Bell:
27% of B2B buyers cited too much jargon among the factors that drive disengagement.
33% want clearly stated messages in language they understand.
How IT professional services business ITEC rediscovered its purpose (with help from agency Cohesive)
1. ITEC needed to understand the 'why' of the brand to differentiate itself from its rivals.
2. Customer insights from a third party give the brand true feedback.
3. The true value of storytelling is forging a strong connection with its audience.
