Summary
In B2B2C categories, intermediaries play a vital role for many brands by expanding reach, creating salience, and shaping brand perception. However, this intermediated relationship creates challenges for brand marketers to be effective while working through a channel they cannot always control. We recommend that B2B2C marketers follow the four STEPs outlined in this report — support, tailor, empower, and package — to build a stronger brand in intermediated markets.
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