Posted by Kevin Randall.
To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money on R&D. Suppliers focus on making their products smarter, faster, and smaller, and more cost-effective and reliable, than the competition. They also find ways to improve and add services so that they provide customers with a complete and satisfying experience. Marketplaces are constantly changing, so companies have to adapt in order to stay ahead.
But how can these B2B companies truly differentiate their offering and be relevant to customers over the long-term? This is where brands come in.
Brands matter in B2B markets. In fact, they may matter even more in B2B than in B2C.