Author: Shira Abel Category: Enterprise Strategy URL: https://hunterandbard.com/resources/blog/memory-devices-allstate-enterprise-marketing
Allstate's Mayhem campaign has survived three CMOs, two recessions, and a pandemic because it uses specific, identifiable persuasion mechanics. Those same memory devices translate directly to enterprise B2B, where 95 percent of buyers are not in-market today but will be later.
Allstate and Farmers compete on recall, not features. The devices they use (sonic branding, parallelism, novelty bias, personification, contrast) translate directly to enterprise B2B, where roughly 95 percent of buyers are not in-market on any given day. The enterprise equivalents are ownable category language, absurd-but-true case studies, naming the enemy, and old-way versus new-way contrast. Pick one device, run it consistently for a year, and be in the room when the buying window opens.
Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.
We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.
We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.
Perception = (Story × Visibility) ÷ Noise
This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.
Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.
Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.