Wednesday, February 12, 2014

Why Corporate Branding Is Critical, and How To Do It

Most of what is presented about branding deals with high profile consumer brands like automobiles, mobile devices, and packaged goods.  If you have responsibility for a corporate brand,  you may have noticed  the void in information about B2B company brands and branding.  And discussions about consumer branding may be interesting, but they are not particularly relevant to you as a B2B marketer.

A new book from veteran B2B marketers and strategists, Chris Wirthwein and Joe Bannon,  gives leaders at all levels a new and more practical way to think about, build, and sustain a powerful B2B corporate brand, by tapping into the power of all the people in an organization, from the top to the shop floor.  Since the purchase of B2B products is usually a so-called "considered purchase,"--one that may take several months and require the buyer to review lots of information, it is imperative that all corporate employees use a consistent message about the brand.

Wirthwein and Bannon note that the corporate brand is important because in most cases it represents the highest order asset of an organization. It touches, involves, and influences more people, both inside and outside the company, than any other "property" the company owns. Many believe it creates more value for a corporation than any other asset.

In The People Powered Brand, Wirthwein and Bannon, provide a step-by-step blueprint that will allow you to transform a B2B brand and the culture that surrounds it.

1 comment:

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