Brand value is not just for the Fortune 500. B2B companies of any size can leverage their brand to increase sales, earnings and value as they grow - then cash out when it’s time to sell. It all lies in the intangibles.
Effective brands seek to build brand loyalty through consumers that chose them time and again. However, great brands not only build loyalty, they build confidence.
It is never too early to consider how the brand architecture needs to support the business strategy. Here are the four types and why they are important.
B2B companies tend to let their brands age into obsolescence because they have outdated ideas about the role brand plays in their business. Here are five myths that persist and key facts that prove them wrong.