Brand strategy for B2B companies
Brigid McMullenThe Workroom
Good branding demonstrates a promise to a company's customers and this is as relevant in the world of B2B as it is in consumer products.
Exceptional brands attract customers, staff and investors. ThinkApple,IBMandThe Co-operative. Ensuring the brand is the DNA for all decision-making is what really drives these market-changing businesses.
But most B2B and corporate businesses are slow to realise that creating a distinctive and meaningful brand is the magic ingredient that creates sustainable competitive advantage. And no matter if you define your business as B2C, B2B or corporate – in...