B-to-B Cataloging: Cast a Powerful Net
A good gauge of whether customers will want to shop at your company is whether employees want to work there. In B-to-B, are your employees excited about your brand because they identify with it?
What is Brand?
If you define your catalog’s brand solely by consistent use of your logo, predetermined color palette and established fonts, you may be on the verge of a brand identity crisis. When was the last time you shopped a catalog because you thought the company’s logo was cool? When was the last time an employee said, “I’m sticking around because of the color palette?” Though consistent design treatment is a vital part of branding, it’s a mistake to think that branding stops there.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
