B2B undervalues the power of branding
Branding in B2B is always a challenge. Most B2B companies, even the large, established multinationals, remain product-focused, immersed in tech, engineering, sales and manufacturing. They either don’t fully understand branding, which many equate with a logo and graphic identity; or they’re suspicious that it takes time, energy and money that could be directed at more important, tangible priorities, with results that are easier to measure. At best a tactical exercise, branding is just too intangible, with the pay-off too far in the long-term, for most B2B companies to take it seriously.