Intermediate/ Digest...

Brand should matter to b-to-b organizations. Aligning a b-to-b organization around one story and expressing it in a consistent manner throughout every touch point is key to generating more business.

 

1. Brands should not only align around a core purpose, but also demonstrate their impact in a manner that a consumer (meaning anyone) finds tangible.

2. Bring consumers into the business process, most notably R&D and innovation.

3. Get consumers (who work at the companies b-to-b marketers are selling to) to help you generate business demand.

4. Use design and brand thinking to clarify your portfolio.

 

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