Rules of the game 🏆
Hi there,
We briefly interrupt your Olympics viewing with this humble newsletter. While it might not be as thrilling as Simone Biles or Pommel Horse Guy, we hope it contributes to your love of the (marketing) game.
On the schedule for today: how our client Dimension Energy scaled its brand with sophistication and authenticity, three branding principles to know, and what makes for great B2B creative.
Allons-y!
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📖 Read this:
How Dimension Energy scaled its brand without losing its grit
Dimension Energy’s mission is to make clean energy accessible to everyone, especially those traditionally excluded from the benefits of solar energy, such as renters and low- to moderate-income households.
When it came time to revisit how Dimension Energy shows up, we kept its community focus and authentic personality center stage—and paired it with a sophisticated brand and website that better reflects its reputation in the world of clean energy.
📖 And this:
Recommended by LinkedIn
The difference between a brand’s vision, mission, and purpose
VSA Associate Partner and Head of Content Bill Maday was recently published in Small Business Currents with a piece that delves into purpose, vision, and mission—what they mean and how they can be leveraged to create both short- and long-term visioning for your company.
🧠 Think on this:
What does “good” B2B advertising look like?
We asked Associate Partner and Executive Creative Director Kim Mickenberg for her take on what it means to have a great B2B marketing campaign. Here’s what she said:
“I think the reason a lot of B2B marketing struggles to perform is, ironically, because it’s performance based. Ads that are optimized for performance are trying to get buyers to act right now, which doesn’t make sense for B2B audiences, since only 5% are in market.
The B2B buying cycle is really long, and sometimes it will be years before someone is ready to commit.
That’s why it’s really important to create campaigns that go beyond just selling based on product specs, and instead focus on creating a real, emotional connection between brand and buyer.
B2B buyers are people too. And if you can put something in front of them that makes them laugh, or think, or feel really anything positive towards your brand, that’s going to be a lot more memorable 18 months from now when they’re finally ready to buy.”
That’s all for now!
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