Category Archives: Brand

An unexpected consequence of the consumerisation of IT: An object lesson for B2B marketers.

Posted on November 13, 2015 by Paul Bevan

In 2005 when Gartner first started talking about the consumerisation of IT, the premise that in future businesses would be using technology designed for and used in the consumer market first, they envisaged that one of the benefits would be … Continue reading →

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Overnight Success is a Two Year Thing.

Posted on May 10, 2013 by Paul Bevan

The other morning I ran into someone I hadn’t seen in quite a while as I arrived at the station to catch the train to London. He arrived in a very smart red sports car looking every inch the successful … Continue reading →

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HP, a Tablet and the eye of a needle

Posted on February 10, 2011 by Paul Bevan

I can’t say I was waiting with excitement for HP’s launch of WebOS and its Tablet offering today, but I was intrigued to see if and how they could rise to the challenge of new CEO, Leo Apotheker, to make … Continue reading →

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We love our customers…we just don’t want them to call.

Posted on January 10, 2011 by Paul Bevan

All you marketers are busily putting your new 2011 campaigns, propositions and messages together, no doubt all extolling how you put the customer at the heart of everything you do. Meanwhile, somewhere deep in your organisations evil gremlins are busily unstitching all … Continue reading →

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There are no Brand Managers in B2B Marketing

Posted on December 2, 2010 by Paul Bevan

I’m sure there are plenty of excellent brand practitioners in B2B organisations, and there are excellent B2B brands, but the sad fact remains that for too many organisations brand remains an ethereal and sometimes peripheral discipline. I recently worked on … Continue reading →

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