when b2c meets the b2b value preposition - there must be a crisis going on (or around the corner)
From Jonathan Salem Baskin on btobonline.com via / more
With consumers feeling economically pinched, ... strong brands suffer just like weak ones, whether measured by top-line sales or stock valuation. Branding doesn't make bank borrowing easier, supply contracts more inviolate or employees less likely to worry about their job security. The vast sums of money invested in brand equity turn out to have been spent on transitory feel-good images and aspirations.
B-to-B marketers, didn't call it “branding,” but labeled it “sales support,” “customer service,” “supply chain compliance,” “distribution” or something else.
Any marketing activity has to deliver relevance to motivating sales, ...
Jonathan Salem Baskin is author of “Branding Only Works on Cattle: The New Way to Get Known (And Drive Your Competitors Crazy)”