Why do brands make it so hard for business buyers to buy from them?

Buyers buy things and they buy into things That’s what every brand wants them to do and to do so in increasing numbers, spending more money, more frequently, across more products and services and for a longer period of time. Brands also want buyers to buy into them so much that they spread the word … Continue reading “Why do brands make it so hard for business buyers to buy from them?”

Brand strategy should be fundamental to your business future

(This article was originally posted on eu.cmo.com on October 3rd, 2014. We thought it was worth another share.) Businesses sit at the centre of the perfect storm of technology, globalization and empowerment. Traditional business models are under pressure as organisations respond to rapidly changing buyer behaviour, influence and engagement. Businesses are looking for a more … Continue reading “Brand strategy should be fundamental to your business future”