For the good of the brand: B-to-B companies are investing more in branding, and for good reason

Chris Warren

This article looks into why further investing in branding is important for B-to-B marketers as the lines between B-to-B and B-to-C continue to blur.

Hue Du took a big risk when she applied for a position at the Houston-based material handling and rental company Equipment Depot. While the job opening she responded to was for a digital marketing expert, Du's pre-interview research into the company convinced her that it needed someone with a broader skill set. "I saw that they had a horrible website and no cohesive message about their brand and company," she recalls. "I told them, 'I can do all of the stuff you have on the job description, but I think you need to start with a brand strategy and a...

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