Brand Thinking

Surely the priority for business to business is sales effort, especially where it is a complex or technical sell? The short response is, no. Branding feels like the domain of the major consumer players brand marketing their products to the general public through digital channels, retailers trying to capture our attention on the high street or global corporations with big

Strong brands have depth as well as impact. This is because they are built up from the ground not added at the end of the process. A few years back someone on the radio was talking critically about Donald Trumps’ reference to the USA as a brand. They thought it was wrong as they see a brand as the ‘veneer’.

Living in an age where digital channels are so visible and responsive can lead to a belief that brand strategy is less relevant. The reality is the opposite. Marketing and digital communication are more impactful when steered by a highly focused and meaningful B2B brand strategy. The key drivers and fundamental logic of keeping brand strategy at the epicentre are