Brownstein Group, a brand communication agency based in Philadelphia, today announced that they have launched a new B2B Practice specifically designed to help business-to-business companies distinguish themselves in what has become a very crowded and homogenous market.
B2B marketing traditionally centers solely on lead-generation tactics. However, throughout its 48-year history, the agency’s B2B campaigns rooted in the strategic branding methodology typically reserved for consumer-facing companies have proved the most transformational for clients’ businesses. The newly formed practice will operate on the approach that B2B marketing should lead with branding, and the goal is to change the way decision makers identify and relate to the brands they do business with.
“We have the right blend of branding, public relations, digital and creative expertise to significantly impact those companies who aim to rise above the ocean of ordinary that currently exists in the B2B market,” said Marc Brownstein, President and CEO of Brownstein Group. “We are always marketing to individuals – whether they are a consumer in a grocery aisle, or a decision-maker at a major healthcare company. We believe there is a better way for businesses to communicate, and we’re looking forward to building this practice with companies who agree.”
The B2B practice will be headed by Adam Deringer, Senior Vice President, who during his 12-year career with Brownstein Group has led successful B2B campaigns on behalf of companies like SunGard, Siemens and Microsoft, which has been a B2B marketing client of the agency for over a decade.
Deringer, also Chief Digital Officer, will leverage the agency’s digital expertise as a centerpiece of the new practice. While branding remains a core offering, the ability for B2B companies to effectively engage with their audiences in digital and social media will be critical. Brownstein Group most recently demonstrated the impact of digitally-centered branding with the redevelopment of a commercial mortgage client’s website into a marketing hub, resulting in a 100% increase in page views.
“B2B marketing often discounts the emotional nature of a purchase and the fact that the business consumer is likely to have a strong relationship to the product,” said Deringer. "Effective marketing establishes trust, increases confidence, and makes an honest connection. Our work resonates with B2B clients on many levels – leads, sales, perception, and often corporate culture as well.”
For more information on Brownstein Group, or the new B2B Practice, please visit: www.brownsteingroup.com.
About Brownstein Group
Brownstein Group is a brand communication firm located in Center City Philadelphia. Founded in 1964 as Brownstein Advertising, Brownstein Group has since evolved into a network of integrated communication specialties encompassing brand strategy, advertising and design, public relations and social media, and digital. A member of the 4As, the Public Relations Society of America and Philly Ad Club, Brownstein Group provides services to local, national and international clients such as IKEA, Comcast, Berkadia Commercial Mortgage, SUPERPRETZEL, The Children’s Hospital of Philadelphia, the Philadelphia International Auto Show, Bancroft, Campus Apartments and The Graham Company. For additional information, connect with Brownstein Group on Twitter @Brownstein_Grp or on Facebook at www.facebook.com/brownsteingroup, or visit www.brownsteingroup.com.