don’t make brand awareness your number one goal This is the first of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods. A survey […]

don’t make brand awareness your number one goal This is the first of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods. A survey of larger businesses in the United States by ‘Circle Research’, found that 77% of marketers view brand awareness as critical to growth. Interestingly, this study also found that 89% of marketers in the B2B sector consider brand awareness their number one goal. The first of these findings is, perhaps, not surprising. There is a plethora of research prepared by a numerous organisations highlighting the link between brand awareness and growth. This makes good sense on an intuitive level. Businesses are less likely to buy from a brand they are not aware of. By contrast, if…