Channel marketing should be driving real demand and building stronger partner relationships. But let’s be honest, it often isn’t. Campaigns get stuck on rinse-and-repeat tactics, partners ignore generic comms, and budgets quietly disappear without delivering the pipeline you were hoping for.

That’s why we’ve created our The Tough Love: For Channel Marketing. It’s not here to sugarcoat things. It’s here to call out what’s holding brands back and show how to fix it. Because sometimes a straight-talking reality check is exactly what’s needed.

The problem with “business as usual”

Channel campaigns are supposed to inspire, activate, and enable partners. But too often they fall into the same traps:

• Email blasts that go unread because the messaging isn’t relevant to the partner or their customers.

• Assets that get lost in the portal because they’re too generic or hard to customise.

• One-size-fits-all toolkits that leave partners struggling to adapt content for their audience.

• Safe, copy-paste creative that looks like every other vendor in the market.

The effort is there, it’s just not landing. Partners are overwhelmed, end customers are tuning out, and your brand blends into the background.

The 8 pitfalls holding campaigns back

In the guide, we’ve boiled it down to eight big problems that consistently sabotage channel activity:

1. Lazy personalisation – swapping in a name isn’t enough to make something feel relevant.

2. Diluted messaging – trying to appeal to everyone, so the message lands with no one.

3. Over reliance on “best practice” – following outdated rules that don’t deliver today.

4. Channel autopilot – pushing the same assets everywhere without tailoring.

5. Too much noise – flooding inboxes and feeds with more of the same.

6. Neglecting the brand – treating campaigns as functional comms, not brand-builders.

7. Weak creative – visuals and copy that feel flat and forgettable.

8. Lack of bravery – sticking to safe ground instead of trying something bold.

If you’ve worked in channel marketing for a while, you’ll probably recognise a few of these. Most teams do.

What tough love looks like

Fixing channel marketing doesn’t mean tearing it all down. It means being bolder in how you support partners and engage customers. That means:

• Creating campaigns with bite – messaging that actually helps partners start a conversation.

• Mixing formats – not just email, but social, video, digital activations, and customer-facing content partners want to use.

• Designing for cut-through – creative that looks different, feels fresh, and makes your brand stand out.

• Putting the brand at the centre – so every piece of content reinforces who you are, not just what you sell.

• Taking smart risks – giving partners something unexpected, rather than another standard-issue toolkit.

This is how you move from “tick-box campaigns” to real partner activation.

The upside

Here’s the opportunity: most channel marketing is forgettable. Which means the vendors and brands who dare to do things differently are the ones who will stand out. Give partners something worth sharing, and you’ll win their attention and their customers’.

That’s exactly what our Tough Love: For Channel Marketing Guide is about. A no-nonsense look at the pitfalls holding channel campaigns back and how to turn them into growth engines.

Tough Love, Big Results

If your channel activity feels like it’s stuck on autopilot, now’s the time to step back and rethink. A little tough love could be exactly what’s needed to sharpen your approach and deliver results your partners (and your board) will thank you for.

Channel marketing sucks. But it doesn’t have to. Find out more here

When you’re a challenger brand, standing out is not just an option, it’s a necessity. The story of Infinity Group’s rebrand is a powerful testament to the transformative impact of bold, strategic branding.

The Challenge: A Brand Lost in the Crowd

Infinity Group, a well-known player in the IT services sector, had a brand identity that no longer aligned with their evolving ambitions. It felt outdated and inconsistent, reflecting their past rather than their future.

As Chris Marshall, CMO at Infinity Group, candidly put it, “The brand was fit for purpose for what it was in a bygone time… but it represented what the business used to be, not where it wanted to be.”

Infinity Group found themselves in a sea of similar providers, blending into the background rather than standing out. Their brand was failing to capture the essence of what made them unique, and this was reflected in everything from their digital presence to their proposals. The need for a fresh, bold approach was undeniable.

The Turning Point: Choosing to Be Bold

During our discovery process with Infinity Group, it became clear that a dramatic shift was required. The old purple logo, a relic of past creative efforts, symbolised a brand in desperate need of revitalisation. But as with any significant change, there was apprehension. Chris recalls, “It was a challenge coming in with a fresh set of eyes knowing that the brand needed updating, but knowing it was the business’s baby.”

This hesitation is common among stakeholders considering a rebrand. The fear of alienating existing customers, losing brand equity or not being taken seriously can be paralysing. Yet, as Infinity Group discovered, taking a calculated risk, based on research and collaborative expertise is often the catalyst for breakthrough success.

The Creative Concept: BIG LOVE SUPER GEEK

When we presented the BIG LOVE SUPER GEEK concept, it wasn’t an easy sell. The room was divided. The concept was daring, colourful, and completely different from anything Infinity Group had considered before. But it was also precisely what they needed.

Initially, there were concerns. Would such a playful, unconventional approach be taken seriously, especially in the conservative world of IT services? Chris and many of the other stakeholders worried that this daring move might not resonate with their target market. But as the team began to consider the practical applications and the brand’s potential to stand out in a crowded marketplace, the doubts began to fade.

The BIG LOVE SUPER GEEK concept was not just a visual overhaul—it was a strategic repositioning. It was about breaking free from the generic mould of IT service providers and presenting Infinity Group as a vibrant, dynamic force in the industry.

The Results: A Brand Reborn

The results of Infinity Group’s bold decision have been nothing short of remarkable. Since the rebrand, they’ve experienced a 40% increase in leads, a significant boost in their win rate, and have attracted larger clients that they would have struggled to win over in the past. Their new brand has resonated deeply within the industry, earning them recognition as a trailblazer and Microsoft Partner poster child.

The rebrand has also had a profound impact internally. The team is more energised and creative, with staff members proudly showcasing the new brand both inside and outside of work. Talent attraction has improved significantly, with a noticeable uplift in the calibre of candidates eager to join the company. As Faye Sandford, Head of Marketing at Infinity Group explained, “It’s simple, easy to use, and allows us to achieve what we need to achieve creatively. This is probably the first brand that I’ve worked on that I’ve actually wanted to show people outside of work.”

The Power of Differentiation

Infinity Group’s journey underscores the importance of differentiation in today’s market. In an industry where many companies look and sound the same, standing out isn’t just beneficial, it’s essential. By embracing a bold, distinctive brand, Infinity Group has not only set themselves apart from competitors but has also created a platform for sustained growth and success.

At Fluro, we believe that every brand has the potential to be extraordinary. Our work with Infinity Group is a shining example of how daring to be different can lead to incredible outcomes. As Chris eloquently put it, “I’d almost go as far as saying that if we hadn’t rebranded, we wouldn’t have been able to get to where we are now.”

In a world where brand conformity is the norm, be bold. Be different. Be memorable. Whether you’re looking to refresh an outdated image or break into new markets, the power of a well- executed, differentiated brand strategy cannot be overstated. The results speak for themselves, success comes to those who dare to stand out.

Want to see how the brand came to life?

View the full case study here

Despite growing openness in today’s conversations, some subjects are still approached with hesitation. Women’s intimate health is one of them, often shrouded in euphemisms, awkwardness, and silence. The Balance Activ campaign shows how thoughtful, strategic marketing can help break the stigma and turn a taboo topic into part of the everyday conversation.

The Communication Challenge

Women’s intimate health products face a unique marketing challenge: how to be informative without being clinical, approachable without being trivialising, and attention-grabbing without being inappropriate. It’s a delicate balance that many brands struggle to achieve.

What Makes the Balance Activ Approach Different?

The campaign’s effectiveness stems from three key strategic elements that any brand tackling sensitive topics might learn from:

1. Finding the Sweet Spot in Tone Successful taboo-breaking campaigns understand that tone is everything. Balance Activ uses a voice that combines factual information with approachable language and just the right touch of humour, “a little bit naughty” without crossing into inappropriate territory.
2. The Strategic Use of Visual Metaphor Rather than choosing either clinical imagery or avoiding visuals altogether, the campaign employs botanical graphics that elegantly symbolize natural balance. This visual approach creates an accessible entry point for a conversation that might otherwise feel uncomfortable.
3. Creating Dual Communication Layers Perhaps most importantly, the campaign distinguishes between different communication needs: educational content remains straightforward and informative, while social content leverages more playful elements to capture attention.

Beyond Products to Cultural Conversations

The best campaigns addressing sensitive topics recognise that they’re not just selling a product, they’re participating in a cultural dialogue. By giving audiences “more laughs, less blushing,” Balance Activ does more than promote pH-balancing products; it helps normalised conversations about women’s bodies.

Conversation-Changing Marketing

Volkswagen: Embracing Imperfection

In the 1960s, when American car advertisements glorified size, power, and flashy design, Volkswagen’s “Think Small” campaign broke one of advertising’s biggest taboos: acknowledging a product’s limitations.

The now-legendary campaign featured a tiny Beetle in a sea of white space with the headline “Think Small.” Subsequent ads included lines like “Lemon” and “Ugly is only skin deep.” In an era when brands exclusively amplified their strengths, Volkswagen’s candid acknowledgment of the Beetle’s compact size, unusual appearance, and occasional manufacturing defects was revolutionary.

What made this taboo-breaking so effective wasn’t shock value but radical honesty. By addressing consumers’ potential objections directly, Volkswagen built unprecedented trust. The campaign transformed perceived weaknesses into strengths—small became efficient, unconventional became distinctive. This approach didn’t just sell cars; it changed advertising by demonstrating that authenticity could be more powerful than exaggeration.

Bodyform: #BloodNormal Campaign

Bodyform’s groundbreaking decision to show red liquid instead of blue in their demonstrations represented one of advertising’s most significant taboo-breaking moments. The campaign extended beyond this visual choice to include realistic portrayals of period experiences; pain, mood swings, and everyday activities.

What made this campaign remarkable wasn’t just its shock value, but its fundamental message: hiding normal bodily functions behind sanitized imagery only reinforces unnecessary shame. By depicting reality, Bodyform created authentic connections with consumers tired of having their experiences sanitized.

Universal Principles of Taboo-Breaking Marketing

What these campaigns including Balance Activ, demonstrate is a set of principles applicable to any brand addressing sensitive topics:

1. Normalise, Don’t Sensationalise

Effective taboo-breaking doesn’t shock for shock’s sake. It presents previously hidden topics in straightforward, normalised contexts.

1. Use Humour Strategically

Humour serves as a powerful tool for disarming discomfort but must be deployed with sensitivity, laughing with audiences, never at them.

1. Balance Education and Engagement

The most successful campaigns recognise that they must both inform and involve their audience, adjusting content appropriately across platforms.

1. Visual Intelligence Matters

Smart visual choices, whether botanical imagery for intimate health or realistic representations for periods, can communicate powerful messages without words.

The Cultural Power of Marketing

The most meaningful campaigns don’t just increase sales, they shift conversations. By addressing women’s intimate health with the perfect balance of information and approachability, campaigns like Balance Activ demonstrate how marketing can be a force for positive change.

When brands have the courage to break taboos intelligently, they don’t just connect with consumers, they help create a world where important topics don’t have to be whispered about. And that’s a goal worth pursuing beyond any product benefit.

View Balance Activ case study here. 

1. Tech brands don’t talk to their audience. They talk about themselves.

Count the number of times you say ‘we’ and ‘our’ on your home page.

Then, count the amount of time you mention your audience ‘you, your’.

Let’s just let that sink in for a moment.

If the ratio is about 50:50, then well done. You’re not doing too badly.

If it’s tipped in your favour, then you’ve got work to do.

2. They’re too reductive about benefits of their solutions. 

Your audience wants to know about desired outcomes and yet tech brands rarely talk about HOW the solution can actually help people in any meaningful way.

It’s not enough to tout generic benefits like saving money or time or accelerating growth.

It’s easy to see why this occurs so often in the tech sector. The inherent nature of tech products and services is to normalise and standardise input to create repeatable, scalable results. It’s embedded in the DNA of the sector.

But the trouble is, your audience doesn’t see themselves or their unique and complex business challenges as ‘input’ for your new tech product.

3. They’re too reductive about the audience.

It’s a fatal mistake to assume all ‘business’ is the same.

And worse, that all ‘business people’ are the same.

Your audience cares deeply about their business.

By forcing the audience to think and act in categories that are convenient for you, you’re reducing them to a lumpen mass. And they feel it when they visit your website, as they glaze over trying to understand your world view instead of you trying to understand theirs.

Don’t ever forget that even though it’s called B2B, you’re never communicating with a ‘business’. You are always, every – single – time, communicating with a human being. They might acting on behalf of the business, but they still have human interests at heart.

“We bring together the latest workplace technologies to deliver solutions for your business users.” Un-named Tech Brand

4. They overestimate their importance.

Tech is a tool.

It’s the means not the end.

And for the audience, it’s beginning to feel like tech brands have simply become vendors who have technology that’s looking for a problem to solve.

5. They oversimplify the problems.

Business challenges are not a thing you can neatly contain in a bullet point list and manage with a simple, end-to-end solution that costs £XX.99 per month.

We get it, you want as many customers as possible. But when you over-simplify your audiences’ needs and challenges to create a convenient ‘average customer’ you end up appealing to none of them.

“The extreme simplification of communication makes it impossible for users to distinguish which brand category the message belongs to — whether it’s banking, education, investment… The brand identities become blurred, and as a result, brands lose their connection with the audience.” Medium

6. They overstate the ‘solution’

What do you mean when you say ‘solution’?

Because we certainly don’t know

7. Messaging is lazy and confusing

Data. Growth. Scale. Future-proof. Solution. Transformation. End-to-end. Innovative. Accelerate. Technology. Empower. Workplace. Legacy. Digital transformation. Deploy.

These are tech sector buzz words.

And no one likes them.

Try harder.

“Delivering a fully automated, user driven, transformation based on data analytics performed against your legacy environment.” Unnamed IT/Tech brand

8. Stop talking about ‘humans’

This ship has sailed. Let’s talk about something else please.

Tech brands love to talk about ‘being human’ and yet their messaging is anything but. Most of us mere mortals won’t ever be able to live up to the epic promise of their tech solutions.

The skills gap is growing day-by-day as tech gets smarter and smarter. This leaves most of us feeling left behind and inadequate in the face of your insistence that we can accelerate, unleash, unlock, enable, empower, increase, transform, improve, and out-perform.

Let’s turn the volume down a bit.

(ps: we all know ChatGPT loves power verbs)

Ready to take your tech marketing to the next level?

Download our Tough Love Guide to Tech Marketing for practical ways to strengthen your brand and connect with your audience.

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