83% of respondents in our 2021 study said that a provider having a strong brand would either definitely or probably make them more likely to continue working with that provider. 79% said it would make them more likely to recommend the service provider to someone else. When an organization is looking for vendors, the aspects of a service provider’s brand … Read More
What Thought Leadership Is and How To Incorporate It Into Your Branding
We designed our 2021 study to explore how professionals think about the value of a strong brand and what characteristics they associate with strong brands. All of the respondents rated the four aspects of branding — strategy, identity, awareness and loyalty — as very important. And all agreed on the top element of a strong brand: position of expertise or thought … Read More
4 Key Aspects of Branding: Brand Loyalty, Strategy, Awareness, and Identity
All the respondents in Hummingbird’s 2021 study embraced the importance of the four aspects of branding: loyalty, strategy, awareness, and identity. No matter which attitudinal segment the participants fit best in, they all agreed that these four aspects of branding are “very important.” At Hummingbird, we talk a lot about these aspects. We agree with the professionals we surveyed — … Read More
Prioritizing Brand Development: How to Make Your Brand a Priority
Would you say your organization considers brand building a high priority? Nearly 60% of respondents to our 2021 study say their organizations do, but we noticed big differences among the segmented groups: We asked these same leaders whether branding should be a priority in their organizations. Not surprisingly, 36% of Brand Believers agreed it should be while 28% of Metrics … Read More
Measuring Organizational Success Holistically for the Best Results
Hummingbird’s 2021 research initiative revealed that Metrics Masters have the best understanding of their company’s customer journey, keeping their fingers on the pulse of analytics. These data experts do the most measuring, compiling the most information. They want to understand how many leads convert to sales, what kind of return the latest ad spend generates, and how successful their organization … Read More
The Pros and Cons of Working with an Agency for Brand Development
Agencies tend to offer a team of people with different strengths, as opposed to hiring one person in a role inside a company. So, with the spend a company would normally use to cover one person’s salary, that company can buy a wealth of broad and deep expertise when working with an agency.
Why Brand Strength Matters — 4 Significant Effects on B2B and B2C Businesses
Hummingbird’s 2021 survey of marketing decision-makers revealed their belief that having a strong brand is important partly because they see buyers of their organizations — both business-to-business (B2B) and business-to-consumer (B2C) — as requiring their providers to have a strong brand.
Wondering Why Business Leaders Should Embrace Brand Development? Here Are 3 Good Reasons
Roughly 35% of final decision-makers for marketing spending are Disengaged Doubters, and 78% of Disengaged Doubters are more likely to be in senior leadership or ownership roles in the organizations they represent. This segment from our 2021 study isn’t generally familiar with branding development or interested in making it a priority…but they’re in a powerful position when it comes to … Read More
Branding Strategy — How To Build Strong Brands for Maximum Business Value
Would you agree that having a strong brand is critical if you want your business to be a market leader? If you said yes, you’re in the majority…along with 86% of the professional leaders Hummingbird surveyed in 2021. Our survey was part of a larger initiative to gain better insight into the attitudes and perspectives of marketing decision-makers with respect … Read More
Building a Strong Brand Presence? Incorporate 4 Key Elements
Hummingbird’s 2021 initiative to understand how professionals think about a strong brand revealed some surprising statistics: 35% of respondents said they aren’t sure they know all the elements of a strong brand. Among those who aren’t as familiar with brand development and are less likely to prioritize it (we call those Disengaged Doubters), the number is even higher! 63% said … Read More