B2B vs B2C Branding with Rob Kirkpatrick

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B2B branding can be a challenge for most, particularly when you are more familiar with a B2C approach that, on the surface, provides more opportunities for emotional connections.

Truth is, B2B branding provides the same opportunities; you just have to know where to look.

Rob Kirkpatrick, Head of Brand and Communications for Airspace, joins us to discuss his experience with B2B branding and how to connect with businesses on an emotional level. While Rob’s current role is guiding marketing efforts for an international tech company, he is no stranger to storytelling. His professional background includes time at CNN, Fox Television, and Townsquare Media. He is the ultimate critical consumer of media and has seen the very best and, unfortunately, the very worst in marketing and advertising. Rob is based in Lafayette, Louisiana, but works directly with teams in Carlsbad, California, and Amsterdam, The Netherlands. He’s married and living the #dadlife with two young daughters.

Choosing the Right Agency with Jonathan Sachs

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Choosing the right agency is one of the first, and often most important steps in building a strong brand.

Joining us to discuss his insight and experience is Jonathan Sachs of iDiscovery Solutions (iDS) – an international eDiscovery firm specializing in solving complex data problems. With over 15 years of consultative sales experience in the areas of eDiscovery, managed review, forensics, cyber, and expert consulting, Jonathan is responsible for all aspects of the iDiscovery Solution’s sales and revenue strategy, brand awareness and competitive positioning, and service promotion marketing programs. As iDS’s brand manager, Jonathan worked directly with the IDS leadership team to find the right agency for their unique needs.

Leveraging Research to Find Your Audience w/ Jen Swanson

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Focus, or The Who of your brand, is the first of four primary elements RUSSO uses in the RazorBranding™️ process to change the conversation and better position clients within their marketplace.

Focus helps define who you are and who your audience is through the use of consumer insight, demographics, psychographics, and personality profiles. Helping to provide some insight on how research plays a large part in finding your audience, is the Associate Director of Marketing for AAAASF, Jen Swanson, MNA CAE. For the last 15 years, Jen has worked to advance the mission of healthcare associations. In her current position, she combines her years of customer service experience with data-based insights and marketing best practices to increase the awareness of AAAASF accreditation while working to enhance and advance internal processes. She enjoys spending time with her husband and her house full of pets, visiting as many zoos as possible, and running an animal education and conservation nonprofit with her husband.

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