Building a successful brand – an activity that pays off
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...
Read More