Why B2B Needs Branding

“Brands” in the most frequently understood sense of the term (especially among laypeople) refer to well-known, everyday consumer products (often including the companies that make them). From surveys like, “What brand of toothpaste do you use? What brand of car do you drive? (Or maybe: What brand of cigarettes do you smoke when no one is looking?), a brand, and the value of one, would appear to largely sit in the B2C, business-to-consumer space.

So why would branding be relevant to a business-to-business product or service?

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Why B2B Needs Content

It’s clear why business-to-consumer companies are frequently also ‘content’ companies. Telling a meaningful story about a product or service requires a narrative everyone can follow and engage with. Does a software or technology firm need to do this? Don’t they just need to showcase the technology and let their readers put it together themselves? And can a technology, tool, or component many end users never see in the finished product really be a ‘story’?

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