“Branding is marketing bullshit. Only FMCG firms who need to build aspirations and desire worry about stuff like that. B2B is different. The relationship is with me – the sales guy – not the corporate brand. Even if it wasn’t, buyers are rational and put emotions to one side.
And anyway our brand is just fine, the logo is great.”
As a marketer you no doubt recognise the value of a strong brand. 77% of the 100 B2B marketing leaders we recently surveyed for the B2B Leaders Forum went so far as to describe branding as critical to their company’s future growth.
So you might be convinced, but how do you persuade others who see branding as ‘marketing bullshit’?