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“Business-to-business brands aren’t emotional,” claims a chief marketing officer at a major B2B company. “Our product is driven by rational considerations.” We did a project last year that involved interviewing business decision makers. When queried on companies that helped them or hurt them, the answers began with, “I absolutely love Company X” or “I hate …
Advertising is the must-have tool of consumer brands. For B2B brands, it is your sales force. Sales people are the key to building your brand. They are your eyes and ears and your voice. They operate in the real world of the market every day and own the client relationship. They have an ear to …
Are business brands different from consumer brands? Yes, but the more interesting questions are: How are business brands different from consumer brands? What do those differences mean for brand builders? Business Brands Work with a Different Kind of Audience First of all, the business brand audience is business. Consumer brands, even highly targeted ones, speak …
Business Brands vs. Consumer Brands: Differences and Implications Read More »
Chicago Induction is a remarkable company that has found a profitable niche in specialty hardening and softening of metal parts. The company grew by serving the heavy machinery and automotive industry in the Midwest. Despite recessions and loss of manufacturing to India, China and Mexico, the company prospered. Led by the charismatic founders, the company …