Articles
Branding & Digital Marketing
How to Write a B2B Tagline and Positioning Line: A 5-Part Formula
Most B2B taglines are interchangeable: quality, innovation, partnership. Here's a 5-part formula for writing the one line that tells a buyer what you make, who it's for and why you, plus the tests that catch a weak line before it goes on your homepage.
NNadya Ong
·September 19, 2023·10 min read
Branding & Digital Marketing
How to Name (or Rename) a B2B Company: 5 Ways, the Tests, and the Legal Checks
In B2B, naming usually comes up during a rebrand: a merger, a new market, a name that no longer fits. Here are five ways to build a name, the tests that weed out weak ones, how to rename without losing what you built, and the trademark checks from a patent attorney.
AAri Krzyzek
·June 6, 2022·14 min read
