Model Overview Report

Brand Investments Drive Tangible, Lasting Value

Brand Relationships Seed Growth Through A Lifetime Of Experiences

April 5th, 2024
With contributors:
Matthew Selheimer , Ian Bruce , Rani Salehi , Subhendu Pattnaik , Lori Wizdo , Shannon Colford , Kate Pierpont


A B2B brand represents the perception of value for a company. It defines and identifies a company, product, or service through experiences that elicit a response — awareness, perception, and preference. Strong brands drive buyer behavior, unite employees, and inspire customers. With consistent investments, a company’s brand has a meaningful impact on the business, but this doesn’t happen overnight. The relationship that brands build with audiences requires an investment of regular connection through experiences that build trust, create value, and establish loyalty.

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