build a brand and a culture around values This is the last 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 Research reported […]

build a brand and a culture around values This is the last 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 Research reported by BOP in the United States found that brand image in the B2B environment can be attributed to what the brand ‘says’ and how it ‘says’ it. Some 45% of B2B purchasers look to the brand promise and the performance of the business in delivering on that promise. This, in part, relates to authenticity, but more than anything it relates to ‘delivery’. Purchasers are looking for brands and suppliers who do what they say they are going to do. A brand needs to be more than something developed by an advertising agency. A B2B brand…