Get a grip on B2B branding
Brigid McMullen & Alec RattrayThe Workroom
Consumer marketers know that brand is the key influencer of customer choice, creating loyalty, attracting, motivating and retaining talent. Branding adds value by stemming product and service substitution, copying and commoditisation. Brigid McMullen and Alec Rattray offer five pointers for getting full value from B2B brands.
Great brands establish demand, achieve higher returns and make predicting future growth more likely. As a result, they are a key driver for acquisitions and sales. Everyone prefers a business or brand that is authentically different and relevant.
This...