RiechesBaird was founded in 1994 by Ryan Rieches and Ray Baird, who shared a deep interest and common philosophy in the strategic importance of developing strong corporate brands. Today, the firm has offices in California and New York, employing a team of highly experienced, hands-on professionals.
RiechesBaird is the only nationally-recognized branding agency solely dedicated to building corporate brands in the world of B2B.
As specialists in B2B brand strategy, we speak the language of business. Brand-building in the B2B world is fundamentally different than the high-volume/low margin, closed-end transactional world of B2C. The distinct branding implications of a considered purchase warrant special attention. In today's transparent and interconnected world, it's about how you choose to be understood, how you connect with people and why they should believe in what you do.
Around this philosophy we have built brands for companies large and small—from start-ups to the Fortune 500. We create actionable brand strategies that are in perfect alignment with business objectives and drive managed and measurable growth. That's why, at RiechesBaird, we talk about Branding Business™. It's not merely a tagline for our B2B expertise. It's a corporate branding methodology that embraces business strategy, to enhance business performance.
success story
The Situation
American Airlines is one of the most iconic brands in the world. Unknown to many, however, is the fact it's also one the largest air cargo transporters—servicing over 240 cities in 40 countries with more than 3,400 flights per day. In the overly commoditized world of air cargo, we sought to elevate their position in the marketplace and build brand preference via a "Thought Leadership" strategy.
The Execution
To capitalize on AA Cargo's proven history of innovation and market knowledge, an integrated marketing campaign was developed—centering around, and drawing audiences to, a branded Microsite that would become the definitive industry resource for freight forwarders and couriers looking to grow their business. Providing visitors with industry insights and deep vertical expertise, AirCargoInsights.com continues to grow and retains thousands of visitors each month.
The Results
This unprecedented strategic and creative approach resulted in the receipt of
BtoB's
Integrated Marketing Campaign of the Year award, along with AA Cargo being recognized as
Air Cargo Carrier of the Year for the Americas by Air Cargo News.
