{"id":111375,"date":"2014-08-03T09:29:16","date_gmt":"2014-08-03T16:29:16","guid":{"rendered":"http:\/\/b2bmarketingdirections.blogspot.com\/2014\/08\/does-b2b-branding-still-matter.html"},"modified":"2014-08-03T09:30:53","modified_gmt":"2014-08-03T16:30:53","slug":"does-b2b-branding-still-matter","status":"publish","type":"post","link":"https:\/\/customerthink.com\/does-b2b-branding-still-matter\/","title":{"rendered":"Does B2B Branding Still Matter?"},"content":{"rendered":"
Last year, I published a post here titled Why B2B Branding Still Matters<\/a><\/em>. As the title of that post suggests, I argued that branding is still important for most B2B companies. In a book published earlier this year, Itamar Simonson and Emanuel Rosen provide a different and provocative take on the value of brands and brand building. Given the importance of this topic, I think it's worthwhile to look at both sides of the issue.<\/p>\r\n\r\n Brands Still Matter<\/strong>\r\n<\/p> Recent research by both CEB<\/a>\u00a0and McKinsey & Company<\/a>\u00a0provides strong evidence that branding remains critical to the success of B2B companies and that brand building is therefore still an essential marketing function.<\/p>