B2B marketing: Prototype the brand idea
Allen AdamsonLandor Associates
The traditional linear brand-building process should be ditched and B2B marketers should learn from software firms and use prototyping for brands.
To say the marketplace, across every category, is hyper-cluttered and hyper-competitive is an understatement. If you can identify something your customers, or potential customers, need and will find useful, don't think your competitors are resting on their laurels. First-mover advantage has never been more difficult to achieve.
As if certainty and speed weren't enough for marketers to grapple with, there is the branding itself. Consumers interact with brands and...