B

SiriusDecisions helps brand and communications leaders gain strategic

relevance internally and put forth the most effective brand and
communications programs externally based on best practices,
Brand and benchmark data, research and tools that are completely centered on the
Communications needs of b-to-b companies. Whether the objective is to build a stronger
brand presence, connect with key influencers, drive higher levels of
Strategies Research employee engagement or optimize social media channels,
SiriusDecisions provides the structured approaches and practical advice
and Advisory Service that brand and communications leaders need to demonstrate business
impact.

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 Brand Experience

SiriusDecisions provides brand leaders with prescriptive advice, best practice learnings, tools and
decision support to confidently manage the entire brand lifecycle. We help clients make the right brand
decisions, maximizing brand value, positive brand experience, global consistency and measurable
impact on the business.

@siriusdecisions 2 © 2017 SiriusDecisions. All Rights Reserved

 Key Issues

1. How do you maintain ongoing stewardship of the brand across a multitude of platforms?
2. How do you gauge the right level of brand investment?
3. How do you make your case for getting the resources and investment you need?
4. How do you truly measure brand impact?
5. How can you bring the brand to life through the customer experience?
6. How can you enable employees to implement the brand consistently without becoming the “brand
police”?
7. How do you create a branding system that makes sense and provides the product and solutions
support you need?
8. When is the right time for a brand refresh?
9. How can you do a rebranding on a tight budget?
10.How do you create brand ambassadors?
11.How do you shape a brand story and a solution story that mesh?
12.How do you choose the right agency?

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 How SiriusDecisions Helps

• We help companies build influencer strategies that surround the target audience with the most
effective influencers, helping to drive their decision process forward
• We help clients identify influencers and communications tactics that provide measurable business
impact
• We provide clients with tools for managing the influencer identification, prioritization and
engagement process
• We provide tools and advice for selecting agencies to support PR, AR and social media
implementation
• We help communications leaders build clear dashboards that show results and tell a story of value
• We help communications leaders build stronger internal alignment with key initiatives such as
marketing campaigns, product launches and sales initiatives

@siriusdecisions 4 © 2017 SiriusDecisions. All Rights Reserved

 Topics We Cover

• Brand strategy
• Brand development
• Rebranding initiatives
• Brand perception research
• Agency selection and management
• Brand enablement
• Brand in customer experience
• Brand measurement
• Acquisition brand strategy
• Brand advertising
• Corporate Web site
• Corporate events and sponsorships
• Performance benchmark

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 Related Research

• Brand Integration Following a B-to-B Acquisition

• Inside the SiriusDecisions Brand Lifecycle Framework: Rebranding Triggers
• Master Brand Architecture: Benefits and Considerations

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 Results You Can Expect

• Swifter development process and rollout on a global scale

• Data-driven decisions to boost effectiveness
• Consistent brand implementation by employees, leading to a better customer experience
• Confidence in managing brand decisions with agencies and internal stakeholders
• Ability to reduce agency development costs by assuming more of the strategy and process
• Validation of our clients’ expertise, which helps drive a faster, more streamlined approval process
• Ability to measure brand health and recommend the right actions
• Linking brand investment to brand impact, which helps make the case for resource and investment

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 The SiriusDecisions Advantage

Our research is 100 percent focused on b-to-b branding and is developed based on research and
experience with b-to-b companies of all sizes and in dozens of industries. Our clients take an aligned
approach to brand measurement that allows them to link brand activities to impact on business goals.
Unlike agencies that may be motivated to increase their scope of work, SiriusDecisions is an objective
third-party with a sole focus on helping clients increase their success.

@siriusdecisions 8 © 2017 SiriusDecisions. All Rights Reserved