Marketing: The importance of brands and reputation in B2B

Scot McKee, managing director of the B2B communications consultancy agency Birddog, writes an interesting article in Admap on the importance of brands and reputation in B2B.

He says B2B is all too often seen as the poor cousin in marketing terms to its B2C counterparts. B2B brands are, however, encountering themselves in increasingly competitive marketing environments where products and services are ubiquitous and differentiation is difficult.

This is an opportunity for marketers in B2B to take up their responsibility and to proove what added value they can offer in B2B by creating brands that hold value and communicating the value effectively.