The Top 10 Reasons Why B2Bs Evaluate (Or Re-Evaluate) Their Brands

October 8, 2020 10:49 am Top 10 Reasons
  1. No Emotion: Marketing messaging is not connecting with audiences on an emotional level.
  2. Change: Shifts in offerings, or expansion in resources or size, require a rethinking of brand image.
  3. Commoditization: Organization is routinely competing on price alone to win businesses.
  4. Competition: Intense competition has elevated the need to differentiate.
  5. New leadership: New leadership with a new vision and direction for the organization.
  6. Merger or Acquisition: New structure and offerings require a new image and positioning.
  7. Key Milestone: Company has just celebrated a key anniversary (10, 25, 30 or 50 years).
  8. No Awareness: Despite being a stable company, leadership feels it is still a relative unknown to many viable prospects; or the brand is expanding to new markets or audiences.
  9. Misunderstood: Customers don’t recognize or respect all that the brand can do, or the full value it provides.
  10. Dated: Brand and marketing materials look old or “last-decade” and are not in line with contemporary best practices.



We Make Packaging Roar.

Silafrica Hero Image

While the company had grown significantly over the last several years to become one of the leading packaging companies in Kenya and the surrounding region, Silafrica was still somewhat of an unknown entity among the global packaging industry, as well as with many global consumer packaged brands. We introduced a new brand identity befitting a regional leader, and a company fully capable of supporting top global brands. This included a new message, “We Make Packaging Roar.” This was a tribute to the region, the legacy brand mark, and the company’s commitment to elevate the brand experience through packaging for consumers throughout Africa.

Silafrica Website on iPad

Silafrica branding on apparel

Silafrica Business Cards

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About The Author

Ed Delia became President of Delia Associates in 1998, assuming full control of the company founded by his father, Michael A. Delia, in 1964. Under Ed’s leadership, Delia Associates has contributed directly to the success and growth of a wide variety of clients, from global to regional organizations. The firm has helped many businesses to grow and expand their sales opportunities through the development and implementation of highly successful brand-based programs. Known for its business-centric creativity, Delia Associates has received numerous professional awards and industry commendations.