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1. Introduction
2. Best B2B Brand - Criteria
3. Best B2B Brand - Past Winners
4. B2B Branding Challenges
5. Considered Purchase High Cost Item
6. Considered Purchase Low Cost Item
7. What is the Difference?
8. The Buying Process
9. The B2B Buying Process
10. Influencing the Buying Process
11. Emotion can Dictate Decisions
12. A Glimpse into Neuropsychology
13. Heuristics
14. So a Brand is . . . . . . . .
15. Pathway - Feeling, Emotion, Attribute
16. UCLA Study - Dr Eran Zeidel
17. The Left and Right Brain Functions
18. What Each Side of the Brain does (1)
19. What Each Side of the Brain does (2)
20. The Unconscious
21. Neuroeconomics
22. Brands Establish an Emotional Connection
23. Emotion
24. The Resistance Iceberg
25. The Buying Process B2B
26. Brand Associations
27. Negative Brand Association
28. Total Brand Experience
29. Brand Needs
30. Managing Associations
31. The Impact of Experience
32. I Hear, I Say, I Do - Confucius
33. The Move to Experiential Marketing
34. Experimental Brands, Harley Davidson
35. Apple Experience Centres
36. Rackspace - a Case Study
37. Background
38. Rackspace's Key Differentiator
39. Implications of Fanatical Support
40. Customer Values...
41. How Customers Feel About Hosting
42. The Rackspace Personality
43. Implications of the Existing Logo
44. Problems with the Existing Logo
45. Industry Positioning
46. Imagery
47. Exploring Every Angle
48. The New Logo
49. Rackspace Advert
50. Customer Videos
51. People Attributes
52. Living the Brand
53. What is a Brand?
54. Thank you

Topics Covered

• Best B2B brand criteria
• Considered purchase
• The buying process
• Neuropsychology
• Heuristics
• Left and right brain functions
• Neuroeconomics
• Brands establish an emotional connection
• The resistance iceberg
• Brand associations
• The total brand experience
• The move to experiential marketing
• Rackspace: a case study
• Our key differentiator
• The Rackspace personality
• Industry positioning
• Living the brand

Links

Series:

• B2B Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on November 27, 2008
• Archived on March 17, 2022