What does Blue Yonder do?

Does the company name Blue Yonder give you any idea what this company does? What about the tagline “Fulfill your potential?” read more

Should you change positioning and messaging because of the COVID-19 pandemic?

Have you been thinking about changing your position because of the COVID-19 pandemic? Much has been written about the need to adjust your marketing to take into the account the crisis. read more

B2B tech marketing full of transformational claims

Is your B2B software product or technology really and truly transformational? Do you make good use “transformation” or “digital transformation” in your marketing copy? Do you think use of either of them helps your marketing effectiveness? read more

How to differentiate when you aren’t different

In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy. Just identify the benefit of a really important piece of unique functionality and you had a potential positioning statement. read more