Branding narratives from IBM and Cisco: Developing marketing strategies in B2B markets

Abstract

Purpose of this paper

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

One of the recurring themes in modern day marketing practice is the notion of a narrative. Indeed, it is difficult for any marketing presentation or pitch to go much beyond 60 seconds before storytelling is mentioned as a way to engage customers or build brand value. There is, of course, a good reason for this, as creating and developing a narrative arc will engender longer term interest in a product or service with the consumer. However, aside from the fact that talking up a narrative is starting to become a little bit clichéd, often the key ingredient from the story is missed: the ending.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

What is original/value of paper?

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2019), "Branding narratives from IBM and Cisco: Developing marketing strategies in B2B markets", Strategic Direction, Vol. 35 No. 10, pp. 21-23. https://doi.org/10.1108/SD-07-2019-0129