Building Brands

A culturally based model.

Here's a thought: an organization's culture will influence how the people in that organization behave. This is precisely why Erickson Barnett has developed a culturally based branding model—because selling to business customers is different than selling to retail consumers.

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Connecting with your prospects.

Through customer research and persona modeling we position your brand in terms of what your customers are buying in a culturally relevant context (because face it, nobody cares about what we're selling). The result is a brand that connects with your audience in relevant and compelling ways and in a language they understand.


There's an extensive body of research behind the Erickson Barnett B2B Brand Message Model and we would be happy to share all the gory details with you. Email us.

Tap Into Our Thinking

The Culture of a Winning B2B Brand.

When it comes to branding and business, you must go cross-cultural even when you are not crossing borders.

It’s a web-centric world. Get on board.

The power to influence has shifted to the web. Learn how to widen your circle of influence and leverage your prospects' web-centric behavior to drive action.

Connecting with your customers in a web-centric world.

Your web site is only one stop in your prospect's journey (and it's not the most influential). To connect with your customers, you must be all ­over the web like they are. Here's how.

Our Happy Clients

Anirban Chakrabarti VP Marketing
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