Bringing In The Brains On B2B Branding

Topics:
Brand Management
Tags:
Agency,
B2B,
E-business/E-Commerce,
Interbrand,
Internet
Source:
Interbrand

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Overview: From the executive summary: 'Business-to-Business (B2B) communications is all about helping the salesperson to get face-time and close the deal. This must apply throughout the whole spectrum-from corporate branding to those cute datasheets. And the buyer, by keeping this principle in mind, stands the best chance to make the agency live up to something. Consumer agencies bathe in glory when products fly off the shelves, B2B agencies should likewise get a dose of sunshine when key account teams and sales forces notice that their job has become easier.' The paper examines the nuances of B2B branding.

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Format: HTML | Date: Oct 2001 | Pages: 1

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