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November 22, 2011#

Why B-to-B Branding is as Important as B-to-C

Last week, I was discussing a marketing challenge with a client who sells business-to-business.  To make a point, I cited a consumer brand example that I felt was analogous and of particular relevance to the marketing challenge his company faced.  His response was one I get fairly often when dealing with b-to-b companies:  “What does that have to do with us?  Branding doesn’t matter as much to us as it does to a b-to-c company?  We’re different.”
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