The document discusses how the context, world, and marketing have changed, making old methods of differentiation and judgment no longer effective. People are less loyal to brands and more open to switching between brands. Most consumers are switchers rather than brand fans or buyers. The document then presents case studies of how BrandDoctor helped two B2B companies, Ricco and Aiton Caldwell, develop branding and communications strategies to distinguish themselves in competitive markets and grow their businesses.

1. WORLD HAS CHANGED
CONTEXT HAS CHANGED
MARKETING HAS CHANGED

2. CONSUMERS ARE GETTING LOST
IT'S BECAUSE LOW
FUNCTIONAL
DIFFERENTIATION
OLD METHOD OF JUDGEMT WHAT’S GOOD, WHAT’S BAD DOESN’T WORK ANYMORE

3. PEOPLE DO NOT LOVE BRANDS AS THEY USED TO
ITS NO PROBLEM TO DRINK COKE AND PEPSI
BRAND FANS ARE NOT BRAND BUYERS
MOST OF CONSUMERS ARE SWITCHERS
BRANDS ARE DISSAPEARING FASTER THAN EVER
MORE THAN EVER HAVING A BRAND IS HAVING A STRATEGY

4. BUT WE CHOOSE TO PRESENT TWO CASE
STUDIES FROM OUR WORK FOR B2BS BRANDS
THAT NO ONE ELSE WILL SHOW YOU.
AT THIS POINT WE COULD PRESENT FEW CASE STUDIES OF OUR WORK COMPLETED FOR WELL KNOWN B2C BRANDS.

5. RICCO TRADEhttp://www.ricco.com.pl
RICCO (RICCO.COM.PL), HAS BEEN FOUNDED IN 1990, OPERATES AND SPECIALIZES IN A
NARROW SEGMENT OF THE B2B MARKET. THE COMPANY IS THE EXCLUSIVE REPRE-
SENTATIVE OF WELL-KNOWN EUROPEAN AND WORLDWIDE PRODUCERS OF MACHINES AND
COMPLETE PRODUCTION LINES.
!
RICCO HAS INITIATED ITS MARKETING ACTIVITY BY COOPERATION WITH BRANDAUDITORS.
WE RECEIVED THE ORDER TO DEVELOP AN EFFECTIVE BRAND AND COMMUNICATIONS
STRATEGY IN THE B2B SEGMENT, WITH PARTICULAR EMPHASIS ON COMPANIES FROM THE
FOOD INDUSTRY.
!
TOGETHER WE HAVE FOUND AN EFFECTIVE WAY TO DISTINGUISH RICCO FROM OTHER
SUPPLIERS PRESENT IN THIS MARKET. THANKS TO THE VERY GOOD COOPERATION AND
EFFECTIVE IMPLEMENTATION OF ITS RESULTS, WE HAVE ACCOMPLISHED RICCO HAS
EXPECTED OF US - A SIGNIFICANT RISE OF INVITATIONS TO SUBMIT A TENDER FOR THE
SUPPLY AND INSTALLATION OF NEW PRODUCTION LINES.
OUR PARTNERSHIP HAS RESULTED IN YET AN ADDITIONAL BENEFIT FOR RICCO. THANKS TO
THE NEW APPROACH OF FOCUSING SOLELY ON THE CLIENTS OF THE COMPANY AND ITS
CORE VALUES WE HAVE DISCOVERED A DEMAND IN THE MARKET WHICH WAS COULD BE
MET EASILY BY SIMPLE EXPANSION OF EXISTING RICO'S OFFERS CATALOG. THIS RESULTED
IN REVENUE GROWTH, REVIVAL AND CONSOLIDATION OF RELATIONSHIPS WITH CUSTOMERS.

6. AITON CALDWELLhttp://www.aitoncaldwell.pl
http://www.aitoncaldwell.com
BRANDDOCTOR RECEIVED THE ORDER TO INTRODUCE A JOINT STOCK
COMPANY FREECONET SA (PROVIDER OF TELEPHONE SERVICES FOR
INDIVIDUAL CUSTOMERS) AND ITS BRANDS FREECONET TO THE BUSINESS
TELEPHONE SERVICES MARKET.
!
AS A RESULT OF A COMPLEX RESEARCH PROCESSES AND STRATEGIC
WORKSHOPS, CREATION OF A NEW PARENT BRAND TO FREECONET, SOLELY
DEDICATED TO BUSINESS CUSTOMERS, WAS FOUND AS THE OPTIMAL WAY
TO SUCCESS.
TOGETHER WITH THE CLIENT WE CREATED AND LAUNCHED A NEW BRAND -
AITON CALDWELL. WE HAVE DEVELOPED AND PUT INTO LIFE COMPLETE
BRAND AND COMMUNICATION STRATEGY. WE BUILT THE ARCHITECTURE
FOR THE CONTINUED SUCCESS OF THE THREE BRANDS (AITON CALDWELL,
FREECONET AND DATERA).
THE LAUNCH OF BUSINESS PHONE SERVICE WAS SUCCESSFUL. THE COMPANY
HAS RECEIVED MANY AWARDS, INCLUDING THE REGIONAL LEADER OF INNO-
VATION AWARD FOR THE COMPANY'S PRODUCT OFFERING, AS WELL AS AN
INNOVATIVE APPROACH TO THE MANAGEMENT OF THE COMPANY.
!
TODAY AITON CALDWELL IS A LISTED COMPANY AND AN INTERNATIONAL
BRAND (POLAND AND USA) - A TELECOM PROVIDER WITH ESTABLISHED
PRESENCE IN MANY MARKET SEGMENTS , WITH VOIP AMONG THEM (CALLS
USING AN INTERNET CONNECTION).

7. ONLY 10% OF BUSINESS PROBLEMS
COME FROM IMPROPER COMMUNICATION
90% COME FROM BAD
OR LACK OF STRATEGY*
*own research

8. WE ALWAYS
SUGGEST
PREVENTION
RATHER THAN
TREATMENT
BECAUSE YOUR
BRAND NEED
STRATEGIC CARE

9. BORN OF STRATEGIC
EXPERIENCE AND
MARKETING
BLOGGING
BRANDDOCTOR IS
BRAND CARE AGENCY!
20 YEARS OF EXPERIENCE IN HIGHLY COMPETITIVE SECTORES
AS FMCG, BANKING, RETAIL, TELECOM, AND OTHER.
!
BUSINESS OBJECTIVES FIRST. HUMAN INSIGHTS
PRIORITIEZED. STRATEGY BEFORE.
WE ARE PEOPLE AND BUSINESS FOCUSED, WE WORK WITH
OUR CLIENTS NOT FOR THEM.
WE KNOW YOUR BUSINESS IS OURS.

10. BUILT ON ADVERTISING
KNOWLEDGE TO
HELP BUSINESS GROW
BRAND CREATION AND MONITORING
!
20 YEARS OF EXPERIENCE IN STRATEGIC BRAND COMMUNICATION MANAGEMENT.
BUSINESS AND CONSUMER SATISFACTION BALANCED.
RESULTS ORIENTED SERVICE.

11. HOW TO SEE THE FOREST?
STEP OUT OF IT!
TO MAKE A GOOD STRATEGY YOU NEED TO LOOK AT YOUR BUSINESS SOMEONE ELSE EYES.

12. | Aiton Caldwell SA | ALEO (ING) | Allianz |
Absolut Vodka | Apsys (Centrum Janki,
Centrum Korona) | Bakalland | BOŚ | Brown
Forman (Jack Daniel’s, Finlandia Vodka) |
Chipita | Citroen | Dialog Telco | Diageo
(Smirnoff) | Electrolux | Ergo Hestia | General
Motors (OPEL) | Grupa o2 (wrzuta, pudelek,
kafeteria itd.) | Grupa Żywiec (Bock, Strong,
Tatra, Żywiec) | Ibuprom (USP) | ING Bank |
Japan Tobacco International | Jutrzenka | Lux
Med | Masterlease | Medicover | Miasto Gdynia
| Microsoft | Mlekpol | Netia | Pernod Ricard
(Ballantines, Wyborowa) | PKO BP | PMPG |
Praktiker | Procter and Gamble (Old Spice) |
PZU | Raiffeisen Bank | Ricco | Schulstad |
Siemens | Skoda Auto | Storck (Knoppers,
Nimm2, Werthers Original) | Tandberg Data |
Tchibo | Telefonia Dialog | TelePizza |
Totalizator Sportowy | Tymbark | Unilever
(Knorr, Rama) | USP | US West (Panorama Firm)
| Volvo Trucks | Warta SA | Winterfresh |
PROUD OF
SERVING
THOSE CLIENTS

13. | BBDO | Euro RSCG (HAVAS) | LOWE | BBDO
| HAGER | TBWA | Hypermedia Isobar |
Altavia | Scholz&Friends | Cytryna |
Kofeina | Equinox | Starlink
| Starcom | Szwejkowski | Zenith |
PROUD OF SERVING
THOSE AGENCIES

14.
WE KNOW
WHAT’S
GOING ON
Brand
Webservice
Newsletter
BusinessFormulars
Packaging
Exhibits
Offers
Emails
Answeringmachine
Publications
Internetdesign Leeterheads
Businesscards
Outdoor
Cars
Service
Serwicing
ProductsEmployees
Speeches
Presentation
Phonecalls
Bodylanguage
Trade
PR
BlogSocialMediaSales promotion
Advertising
Office
Employee branding
Experience
W
ork
environm
ent
Stationery
Logo
CI
Procedures

15. • WE CARE FOR YOUR BUSINESS AND BRAND
• WE BUILD BRANDS FROM SCRATCH
• WE DO BRAND & COMMUNICATION STRATEGIES
• WE CREATE BRAND EXPERIENCES
• WE DEVELOP STRATEGIC AND CREATIVE CONCEPTS
• WE DO ANALISIS AND RESEARCHES
IF YOU AIM HIGHER THAN YOU EXPECT
YOU COULD REACH HIGHER
THEN YOU DREAMED OF.[Richard Branson]

16. WHAT DO WE SELL?
NOTHING. WE RENT.
WE RENT OUR BRAINS.

17. WE’VE BEEN STRATEGISTS
BEFORE IT BECAME POPULAR