Why Should B2B CEOs “Care” About Brand?
“People do not buy goods and services. They buy relations, stories and magic.” – SETH GODIN For one, it has been proven many times that real, measurable outcomes can be achieved from consistently delivering the b2b brand in an emotion-based manner. The beauty of brand building for the b2b company is that, when […]
Are You Using Brand Power to Drive Top- and Bottom-Line Growth?
The reason that branding has become increasingly crucial to b2b organizations, is that the variety and type of touchpoints have become increasingly fragmented. When I started 25 years ago (and the Internet was in its infancy), communicating b2b brands to their respective audiences was relatively straight forward: Pick the top 3 trade journals […]
