Ruth Lukaweski
Ruth Lukaweski, founder of RML Research, has over 30 years of market research experience and has operated almost exclusively as a business-to-business specialist in a variety of areas including: transportation and logistics; construction and real estate; electronics and communications; academic (colleges and universities); business services.
She has also demonstrated expertise in specific business research and marketing areas such as B2B targeting (defining business target audiences), and triggering (for defining purchase priorities and practices). Ruth also specializes in business branding research – she has participated in numerous business branding pitches and has focussed on the effectiveness of research in the B2B branding process. Her particular areas of B2B branding expertise include: The dynamics of business “marketing” versus business “branding”; The principles of business branding - a checklist for success (in business branding).
Ruth is active in a number of respected professional organizations: the National Board of the Marketing and Research Intelligence Association of Canada (MRIA) and a Board member of the B2B Division of MRIA for several years -- where she has initiated a number of projects such as the Toronto B2B Learning Series. Ruth developed and hosts the International Webinar Series for MRIA - a series of webinar featuring prominent international speakers in business research and marketing. She has been editor of the B2B Reporter since 1996 - a monthly column for VUE, the national monthly publication for MRIA.
Ruth is also a member of most other business research and marketing professional organizations worldwide including BMA (Business Marketing Association) and BIG (Business Intelligence Group). RML is a member of the Canadian Marketing Association and Ruth has actively participated on the CMA B2B Conference committee.
Ruth's Recent Posts
B2B Integrated Branding -- The Hidden Challenges of B2B Branding
“To build a focused brand image you have to tie your brand to a single attribute that will help customers, prospects, suppliers, employees understand why they should do business with you...you … more
The Downside of Predictions -- Sometimes They're Just Wrong
A few posts ago I opined about the brilliance of the colour forecasters at Pantone – who have successfully been selecting the colour of the year, year after year after year. The Pantone colour … more
Ingredient Branding - The Hidden Challenges of B2B Branding
Ingredient branding is an old concept – one of the first instances occurred in the 1940’s when Dow Chemical promoted “Styron” (polystyrol) to end consumers; this chemical … more
Is B2B Marketing Really Dead...Or Obsolete..Or Irrelevant?
One of the most talked about events in the B2B world so far this year is a speech given by Rick Segal worldwide president of GyroHSR – a prominent B2B agency (that has been named top B-to-B … more
2011 B2B Marketing Trends -- The Tactical Perspective
The second most high profile source of business marketing trends (in North America at least) is BtoB Magazine’s annual “Outlook 2011 – Marketing Priorities and Plans.” … more