B2B technology and services companies are complicated. We have way too much to say and we end up confusing ourselves and everyone with whom we’re trying to communicate. The solution? A simple brand story that guides and anchors all the other content.
HCL’s recent branding campaign, “The Relationship Beyond the Contract,” provides a great case study in how companies can develop and execute a B2B brand message that goes far beyond a high-level tag line and rallying cry. The Awards Program judges were especially impressed with HCL’s use of LinkedIn as both a platform and a source of sponsorship, as well as the extensive use of employees as a channel to ensure message consistency.