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For B2B Marketing Professionals

It's Not About You: B2B Marketers Need To Change How They Think About Branding

In The Age Of The Customer, Features And Functions Take A Back Seat To Experience And Emotion

June 28, 2017

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Why Read This Report

Too many B2B marketers underestimate the importance of branding to their success — relying instead on product-based differentiation to win. But in the age of the customer, features and functions take a back seat to experience and emotion, which explains why branding is a top-three business priority and marketing initiative for 2017. We interviewed more than 20 brand experts and practitioners to analyze the trends behind this mandate for change, explain the core elements of effective branding today, and highlight the most important challenges to B2B branding orthodoxy.

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Table of Contents

  • B2B Marketers Need To Get In Touch With Their Softer Side
  • Build A Successful B2B Brand On Experience And Emotion
  • Recommendations

  • Focus On Your Business Goals, But Be Inclusive And Compelling
  • Supplemental Material
  • Related Research Documents

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