Jonathan Winch
Jonathan Winch
With over 20 years of experience in international marketing and business management for companies like Nycomed, Cisco, DuPont, LEGO, A2SEA, Johnson & Johnson and many more I help knowledge-intensive companies become thought leaders in their industries. I am co-founder and partner at the strategic agency Eye For Image. We are a team of senior consultants focused on developing and implementing the Three Voices™ framework for B2B companies as described in the 2012 book "The Death of Propaganda".
Onshore knowhow drives offshore strategy at A2SEA: Part 3 of 3
Offshore wind energy installation and service leader A2SEA takes a strategic approach to its integrated marketing communications, drawing upon tried-and-tested knowhow to arrive at...
A2SEA makes the most of its knowhow: Part 2 of 3
How has one company installed over 60% of the world's offshore wind turbines? The difference is knowhow – but something had to be done...
A2SEA puts a spotlight on its knowhow: Part 1 of 3
More than the vessel Offshore wind turbine installation contractor A2SEA stands as a great example of a company that grew from a commoditized, generic position...
“Help us to get more out of what we know!”
Knowledge-intensive B2B companies are a special breed. Unlike many simple consumer products that perform a straightforward function, their product offerings are often experts who...
What’s your company’s Return on Know-how?
Our team spends a lot of time discussing business cases – real business cases, not "feel good" benefit-based stuff, but the ones with numbers...
7 tips for credible video in your B2B marketing
Credibility and trust is key to B2B marketing and communications and video offers great potential to capture the true essence of a company's biggest...
A Christmas Wish: that marketers ‘get’ the need for content promotion
Imagine you had asked your ad agency to create a TV commercial for your latest product. But you hadn't allocated funds for actually airing...
Is Marketing hurting your company?
The marketing department of almost any B2B company is a busy place. Its staff are, as a rule, hard at work trying to figure...
Leveraging Voice of Industry in your B2B communication strategy
If you have been a returning reader you will know that we are big on the ongoing changes in B2B buyer behavior and how...
Content production? Danish companies have got it right
With content marketing exploding onto the scene of mainstream B2B marketing in 2012 marketers everywhere scramble to re-adjust marketing plans to reap the benefits...
Social media takes your marketing event to the next level
To date, few B2B companies have capitalized on the full potential of the seminars, receptions, trade show stands and other marketing events they hold...