A guest blog post by Mike Davis, creative director at Concept Group
Every marketer understands the importance of good branding. But what if the product or service you’re marketing is part of a much larger corporate brand that has no obvious connection with your product, or is known for something else entirely?
 Photo credit: Bloomua/Shutterstock.com | That’s where it gets confusing. Yet it’s a relatively common situation, especially in B-to-B, where strong industrial companies see opportunities to develop new product lines to satisfy unmet needs outside of their normal area of expertise. Let’s say you spot a great opportunity to sell a new filter technology to distillers, for example, but your corporate brand is known more for specialty ingredients. You usually don’t have the budget to build a new brand from the ground up. So what do you do? There are two broad approaches you should consider. |