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September 8, 2016


In a 2008 survey in BtoB magazine, 62 percent of B2B marketers said that their primary goal in 2008 would be customer acquisition. Only 19 percent cited brand awareness.

B2B CEOs often consider the brand to be a frivolity: “Our audiences are so different from B2C—do we really need to make the investment in our brand?” What they don’t realize is that the brand is more than a communication framework; it is a business decision-making tool, an organizational behavior lever, and a beacon for employee engagement, all rolled into one.

Additionally, the argument that B2B and B2C brands are “so different” no longer holds true, as the boundaries between B2B and B2C are less clear than they were 10 years ago. More and more companies, like Intel and IBM (in its avatar as a management/ supply chain consultancy), are reaping the benefits of investing in their brands and becoming part of the mainstream consciousness. The best brands—brands like IBM, Microsoft, GE, Intel, Dell, Motorola, Philips, HP, and UPS—are industry agnostic, and their approach to brand strategy would hold good whether they were purely B2B or purely B2C.

The significant shift from traditional product-oriented mindsets to offering broad-based solutions in B2B has also led to a greater need for understanding and delivering a superior customer experience. This has reinforced the need for brand as an important filter for B2B. This relationship to brand is another reason why many B2B organizations are getting left behind when it comes to sustainability.