Marketplace
Evolve Your Brand Architecture
Blue Canyon has begun to see a shift in the attention that business-to-business (B2B) companies are…
B2B Brand Architecture: How to Build Value in a Changing Marketplace
Greater commoditization, the expansion of credible low-cost competitors, increasing variety and complexity of offerings, and the…
A Deeper Approach to Segmentation: 3 Steps to Develop Application-Based Segmentation
Many business-to-business organizations segment their marketplace based on easily discernable attributes—such as industry, size, and/or location—and…
Combating Downward Pricing Pressures with a Value-Based Approach
Challenge: A Tier 1 Automotive Supplier has historically enjoyed premium pricing for its products, but in…