Financially Responsible Marketing

Posts by jessica

Building a successful brand – an activity that pays off

Posted by on Jan 13, 2016

Why is it that brand is something that is rarely or barely understood? Even in the world of marketing in which I live and breathe! To a surprising extent, those who do have a concept of brand think it’s a synonym for logo. (Wrong!) Others know it means more than that, but have difficulty going further. The problem gets worse with B2B. At least with consumer brands there’s a tangibility to the product (clothing, food, sports gear); we have an idea of what brand might mean. But with B2B, it’s a whole new arena – how do you define the brand of a logistics firm? A digital analytics agency? This...

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