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B2B brand building and brand architecture: Your Marketing Week
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the importance of brand building in B2B to No7’s strategy for growth, it’s been a busy week. Here is my take.
Brand by the back door
I don’t think I am being unduly unkind in suggesting the task of brand building has not always been given the same due care in B2B businesses as in B2C. At risk of resorting to stereotype, there hasn’t been the same appreciation of the value throughout an organisation. That is changing. More and more is being invested, more is being considered.
