Articles by Travis Kennedy

61. A Conversation With George Hawkins, General Manager for DC Water- A Case Study In Brand Value 7/5/2017

    I recently reviewed a Water Online interview with George Hawkins, General Manager of DC Water.  The discussion had a lot to do with how DC Water has become a market leader in many things but none more important than brand value and innovation.

62. Brand Value: What Is It & Why Your Brand Will Fail Without It 6/26/2017

    Over the past few months I’ve been following, very intently, the story about the fall of what was once a mighty American brand.  Last week Uber fired almost two dozen employees and this past week, its CEO resigned following allegations of harassment, discrimination and inappropriate behavior.  As a result, the ride-hailing company is struggling and deservedly so, to save whatever Brand Value they have left after such toxic revelations about its workplace were made public.

63. The Difference Between Sales Lead And Sales Prospect And What It Means For Your Business 6/12/2017

    This is an exciting time in the business-to-business world.  Never before has a manufacturer in the water and wastewater market had the opportunity to control their own destiny to the extent it does right now.

64. Should Politics And Your Content Co-Exist? 6/5/2017

    The tie between politics and the water and wastewater industry goes back nearly a century.  When regulations play a large role in the flow (no pun intended) of the market, it’s impossible to separate the two entities.  During the election season last year, I received the strongest reactions and the most feedback on those articles that touched on the political debate.

65. 5 Steps To Better Content Marketing That Generate Sales 5/30/2017

    The first step in the process is about as simple as it sounds.  Understand your market.  This industry knows its target audience.  With this being a legacy industry, there are decades of knowledge and experience that is at the fingertips of most established manufacturers.  Use that knowledge to create target audience profiles and buying personas.  Your content should speak directly to those professionals.

66. 5 Legendary Sports Quotes That Are REALLY About Brand Publishing In The Water And Wastewater Market 4/26/2017

    As traditional and historical advertising options continue to show diminishing returns, many of us in the water and wastewater manufacturing industry can’t help but feel a little defeated from time to time.

67. What Manufacturers Can Learn From The Impending Death of Television 4/17/2017

    In a recent article, Shelly Palmer investigated the idea that television maybe at the end of its lifecycle.  There are many factors he contributes to its downfall but the one shift that is driving the notion is, wait for it ... money, namely advertisers’ money.  He cites a shift from the four major networks (NBC, ABC, CBS and Fox) to the “new four major networks, namely Facebook, Amazon, Netflix and Google/YouTube (or as he calls them FANG).

68. 4 Actions You Can Take To Capitalize On Trump's Words On Infrastructure 4/3/2017

    Rarely will I get into politics here at B2Brand Water.  There are a number of reasons for this but none greater than a desire to focus solely on how to improve your business and your brand.  In this case, I decided to make an exception because we MAY be at the precipice of the long awaited BOOM in the water and wastewater markets. 

69. Benefits Of A Branded Website In The Water & Wastewater Market 3/22/2017

    If I was to identify the biggest misconceptions around brand publishing in the water and wastewater market, I would point my finger at two specific things. First, the understated and misidentified notion of what “content” actually means and second, the understanding around how to build an effective branded website.

70. 3 Ways To Stop Overthinking Brand Publishing and Just Do It 3/8/2017

    Over the past two years, I have been involved in many discussions surrounding the why, the who, the where and the how of brand publishing to the water and wastewater market. We’ve discussed its importance, its relevancy, and its position as the most effective presentation tactic at your disposable. Much has been tied to the impact of the content you generate. A surprising effect is that some marketing professionals are putting TOO much thought into their content and have become so focused on perfection that the main outcomes of the mission are getting lost.