The b2b agency for better business
27
Oct
2011
As we know all too well at Sandberg Trygg, global campaigns are rarely easy. You have to find a message and a way to express it that resonates across all your markets – without being bland. But what works on one audience, may confuse (or even offend) another. As Volkswagen discovered in 1998, when the company revived its classic Beetle.
19
Oct
2011
Almost all B2B sales are built upon a personal dialog. But up until now most sales people have used static material such as brochures and product leaflets. And many PowerPoint presentations have been nothing more than a modern form of overhead leaflet. However, new technology is opening up completely new possibilities for meaningful conversations with customers.
22
Jun
2011
In a recent piece, I promised I’d share a gem of negativity with you. It also happens to be my all-time favourite advert.
18
May
2011
My Sunday morning started with an awful feeling that I had forgotten something. After a few minutes I realised what it was – and it was a load of things: (1) filling in a nursery schedule for my daughter, (2) filling in an application for parental allowance for the new baby soon to be born and (3) filling in my income tax return.
14
Apr
2011
Recently, we published a short piece on the folly of using generic business pictures in communication. So it’s only fair to say something about typical business words.
26
Oct
2010
Why does the majority of B2B advertising look so dull? Why don’t more brands dare to let go, build on emotions and be different? Martin Lindström, author of the best-seller Buyology, puts it down to pre-conceived ideas about business people. They don’t have any feelings, are not affected by brands and are generally boring and conservative. The big question is whether there’s any truth in it?
Watch an interview with Martin here.
25
May
2010
Anyone who’s walked past a building site in Stockholm has seen them. Bright orange and usually filled with rubble, they’re everywhere. Heck, even I’ve seen them, and I’m pretty good at filtering out anything to do with hard physical labour. That said, I take my hat off to Big Bag. As far as I’m concerned, these bags are sheer marketing wizardry.
30
Mar
2010
Advertising is a constant battle for attention. In spite of that, the majority of ads only engage one of our senses – sight. Hearing is equally powerful, but is not equally exploited as a ”means of persuasion”.
17
Mar
2010
Natural life is cyclical. Just as spring gives way to summer and night to day, human behaviour follows recurring patterns. I’ve long believed that when a certain type of conduct has become sufficiently pervasive for our collective consciousness to accept it as the norm, it has probably reached the top of its cycle and is about to head into retreat. The challenge is to identify these cyclical peaks as they occur.
24
Feb
2010
More and more people are turning to social media to find relevant business information. Research studies on how we use social media professionally are now also starting to turn up.
One such study is the 2009 B2B Social Media Benchmarking Study, at business.com. This study was carried out among 2393 North American professionals within B2B. This is to date the largest study of its kind.