BrandingBusiness

BrandingBusiness BrandingBusiness is dedicated exclusively to helping B2B companies achieve breakthrough success with the inspirational power of branding.

BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands. The company views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy. It offers a rigorous approach to brand building, engagement and design with programs customized for the unique challenges and oppo

rtunities B2B companies face. The company’s seasoned team of brand strategists and creative thinkers has worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, Toyota Material Handling USA, among other companies. BrandingBusiness, formerly RiechesBaird and perennially ranked among the nation’s top B2B firms by BtoB Magazine, has offices in New York City and Irvine, Calif.

What does it take to build a consulting business from zero to nearly $1 billion in revenue in just six years?In the late...
06/09/2026

What does it take to build a consulting business from zero to nearly $1 billion in revenue in just six years?

In the latest edition of Expert Opinion, Alan Brew sits down with Chip Register, CEO of Argano, to discuss one of the more remarkable growth stories in professional services.

Backed by Trinity Hunt Partners, Argano has grown through more than 30 acquisitions while maintaining the entrepreneurial energy, client focus, and employee engagement typically associated with boutique firms.

The conversation explores:
• Why Argano set out to build something "new, different, and better" rather than another consulting firm
• How the company scaled a platform of specialist boutiques without losing what made them successful
• The role of culture, purpose, and storytelling in integrating acquisitions and attracting talent
• The Four Cs that guide Argano's acquisition strategy: Completeness, Connectedness, Claim, and (yes) Quality
• Why Chip believes leaders should distinguish between obstacles and barriers when building companies
• How Trinity Hunt's long-term perspective helped create the conditions for sustained growth
• The origin story behind the Argano brand and the powerful metaphor that continues to guide the company's mission

It's an insightful dialog about growth, culture, private equity, brand building, and what it takes to create an organization people want to join and clients want to trust.

What does it take to build a consulting business from zero to nearly $1 billion in revenue in just six years? In the latest edition of Expert Opinion, Alan Brew sits down with Chip Register, CEO of Argano, to discuss one of the more remarkable growth stories in professional services. Backed by Tr.....

We would like to thank the team at Acumetis for their partnership and the trust they placed in us to help bring the new ...
06/03/2026

We would like to thank the team at Acumetis for their partnership and the trust they placed in us to help bring the new Acumetis brand to life. We are proud of what we have created together.

Acumetis is the new global commercialization company created through the evolution and integration of Herspiegel, Adivo Associates, Decisive Consulting, Fiecon and Sixsense Strategy Group. BrandingBusiness partnered with the leadership team to develop the positioning, naming, messaging, and visual identity behind the launch.

One primary issue sat at the center of the assignment: differentiation in a crowded market where many firms sound increasingly alike.

It quickly became clear that the life sciences commercialization category is saturated with familiar claims and repetitive language. The opportunity was to create a brand that expressed a distinct way of thinking, grounded in client needs to improve patient impact by approaching problems from new angles.

The new name, Acumetis, combines “acumen” and “metis,” the Greek concept of practical wisdom. Fused together, they create a distinctive name built around judgment, knowledge, and decisive action.

The brandline “Reframe What’s Possible” reflects the belief that effective solutions emerge when experienced people challenge assumptions and uncover different ways of seeing and understanding problems.

It also captures the reality of commercialization today. Markets are more constrained, evidence demands continue to rise, organizations operate in silos, and leaders face higher-stakes decisions. In that environment, clients need sharper thinking, connected expertise, and practical ways to tackle entrenched challenges.

“The most rewarding part of creating Acumetis,” says Andrea Fabbri, “was helping transform a group of highly respected specialist firms into one unified enterprise with a clear market position and a shared philosophy about how better commercialization decisions get made.”
www.acumetisglobal.com

https://www.brandingbusiness.com/insights/brandingbusiness-partners-with-acumetis-to-create-and-launch-a-new-global-brand-for-life-sciences-commercialization/

Irvine, CA – BrandingBusiness, the B2B brand strategy and development firm, today announced its role in the creation and launch of Acumetis, a new global expert commercialization partner formed by the integration of five leading life sciences consultancies: Herspiegel, Adivo Associates, Decisive ....

At a moment when AI messaging has become crowded with automation promises and agentic hype, Cornerstone, a workforce agi...
05/28/2026

At a moment when AI messaging has become crowded with automation promises and agentic hype, Cornerstone, a workforce agility and learning company, has taken a different position: AI should strengthen human capability, not diminish it.
AI can process information at extraordinary speed. But judgment, discernment, ethics, creativity, leadership, and contextual understanding remain profoundly human capabilities.
Andrea Fabbri argues that the organizations that thrive in the AI era will not be those that simply deploy more AI. They will be the ones that help people think more clearly, learn more continuously, and make better decisions.

There are moments in the life of a technology company when a product launch does more than signal innovation — it reframes the market conversation. Last week’s Cornerstone Connect NYC, the company’s annual customer and analyst event, felt like one of those moments: a company with deep heritage...

What happens when a fast-growing healthcare company outgrows the story it tells about itself?In this conversation with R...
05/12/2026

What happens when a fast-growing healthcare company outgrows the story it tells about itself?
In this conversation with Ryan Rieches, Harrison Richards, VP of Corporate Marketing at ICU Medical, discusses the refocusing of the corporate brand after a series of transformative acquisitions, integration challenges, and operational changes. They discuss why the brand tagline “Human Connections” matters more than ever, how customer research reshaped the company’s thinking, and why emotional truth matters even in the world of healthcare brand strategy.
This is an insightful discussion on brand evolution, post-acquisition integration, internal alignment, and the human side of healthcare marketing.

What happens when a fast-growing healthcare company outgrows the story it tells about itself? In this conversation with Ryan Rieches, Harrison Richards, VP of Corporate Marketing at ICU Medical, discusses the refocusing of the corporate brand after a series of transformative acquisitions, integra...

Marketing is being rewritten in real time. David A. Yovanno, CEO of impact.com, argues that influence has moved from bra...
05/05/2026

Marketing is being rewritten in real time. David A. Yovanno, CEO of impact.com, argues that influence has moved from brands to communities, and now to AI-driven discovery powered by human content. Creators, affiliates, and partners are no longer support channels, they are the engine of growth. The implication is clear: brands that empower creators and build authentic ecosystems will outperform those still relying on traditional media.

https://www.brandingbusiness.com/insights/the-future-of-marketing-is-being-written-in-real-time/

Our industry has hit an inflection point. The rules that defined marketing for decades are dissolving, and the pace of change is unlike anything we’ve seen before. Consumers no longer buy the way they used to. They don’t wait for a campaign to tell them what’s good, what works, or what’s nex...

When Kodak CEO Jim Continenza asked his executive team, “What does Kodak do?” he did not get a clear answer. That moment...
04/30/2026

When Kodak CEO Jim Continenza asked his executive team, “What does Kodak do?” he did not get a clear answer. That moment exposed a deeper problem than performance or structure. The company lacked a shared understanding of itself. Many organizations face the same issue. When strategy lives in decks, and not in people’s heads, decisions fragment, priorities compete, and ex*****on slows. If people cannot say what the company does in plain terms, the strategy is not working.

Why the First Test of Strategy is Clarity On the eve of a battle, Napoleon is said to have walked the lines and stopped an ordinary soldier, the lowest-ranking man he could find. He would ask him a simple question: what is our objective tomorrow? If the soldier could answer, the objective was cle...

Clarity has become a buzzword. It is often thought of as polish or messaging.In an AI-mediated world, it does something ...
04/21/2026

Clarity has become a buzzword. It is often thought of as polish or messaging.
In an AI-mediated world, it does something else.
Clarity determines whether you are found, understood, or misread. It determines who you are placed next to and how you are judged.
Alan Brew defines what clarity actually is—and what happens when you lose control of it.

How brand meaning is understood and controlled in AI-mediated search Clarity has taken on new significance in brand strategy and AI conversations. It now appears routinely in LinkedIn posts, often with an assumed meaning. While the word is plain and familiar, the conditions it now operates in are...

Companies evolve. Market perception rarely keeps pace.Through a series of major acquisitions, ICU Medical has evolved fr...
03/27/2026

Companies evolve. Market perception rarely keeps pace.
Through a series of major acquisitions, ICU Medical has evolved from an infusion therapy specialist into a global medical technology enterprise operating at a much higher level of clinical impact.
BrandingBusiness worked with ICU Medical to align the brand with the new reality of the business – defining a clear corporate value proposition, developing a narrative that reflects ICU Medical’s role as a system-level partner in healthcare, and uniting employees around the vital role they play in patient care.
This is a familiar pattern in B2B. Growth changes the business long before perception catches up. When that gap appears, brand strategy becomes less about reinvention and more about clarity – helping the market understand and appreciate that new reality.

ICU Medical had evolved into a global medical technology company. The brand had to reflect the reality of the business. One of the most common challenges we encounter in B2B brand strategy is keeping brand perception aligned with how the business has evolved and where it is going. That was the si...

As technical advantages narrow and competitors reach feature parity, what defines a technology leader?Alan Brew argues t...
03/04/2026

As technical advantages narrow and competitors reach feature parity, what defines a technology leader?
Alan Brew argues that innovation alone doesn’t secure durable advantage. Breakthroughs are replicated. Standards stabilize. What was once distinctive becomes expected.
In that environment, trust—embedded in the brand—becomes the differentiator.
Brand isn’t an emotional overlay—it’s the mechanism through which credibility compounds. It shapes how risk is assessed and how confidently decisions are made.
From Microsoft to Salesforce, enduring leaders built authority—not just features.
The first differentiator is product. The enduring differentiator is trust. The mechanism of trust is the brand.


The history of technology markets is a history of diminishing technical advantage. Breakthroughs reset expectations. Performance gaps widen. And for a time, a company pulls ahead. The product is faster, simpler, more scalable, or more elegant than anything that came before it. In many technology ...

In today’s markets, true differentiation is harder to achieve and even harder to sustain. Technology compresses advantag...
02/17/2026

In today’s markets, true differentiation is harder to achieve and even harder to sustain. Technology compresses advantage, competitors close gaps quickly, and functional claims blur into sameness. In this environment, companies must understand the difference between structural differentiation and brand distinction. One is built into the business. The other determines whether the business is noticed, remembered, and chosen. Andrea Fabbri examines why parity has become the norm, why differentiation alone is no longer enough, and how disciplined distinction can drive preference and growth when advantage narrows.



As functional differences compress, brands compete on memory, meaning, and recognition. In nearly every branding engagement I have worked on, clients rank differentiation at the top of their objectives. They want to break from the competitive pack in crowded markets and claim territory no one els...

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