Branding for B2B Companies:
Branding has always been one of those nebulous concepts in marketing that's hard for people to get their heads around. We see icons like Apple, Google, Starbucks and Nordstrom, and say...yes, branding is an incredibly powerful tool. But in the business-to-business space, the concept of branding seems to beg more questions than answers. In fact, when you even mention brand to many B2B businesses, the hard questions start to fly: > "What exactly do you mean by brand?" > "What will it do for business?” > "Will it have any real impact on sales?” > “Why do I need a better logo?" These are not...
