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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Brands should matter, but we're in the age of the measurable, and I find it hard to justify expenditures above and beyond that which verifiably drives revenue.