 |
If business is about developing products, branding is about engineering preference. And preference hinges, more than anything, on emotional bonds. It’s the mechanics of supplementing rational merits with irrational feelings.
Pointless, some say, in the world of business-to-business marketing, where product differences are real and buying decisions pragmatic — made on “the facts.”
We disagree. That may have been gospel in the days of yore, when demand exceeded supply. But not so today, when the relationship is in reverse—when the engines of supply far overpower the market’s ability to absorb what’s churned out. Just like with consumer goods, demand for your product or service has to be manufactured; differentiators have to be created; products have to be desired.
That’s why an emotional bond with your brand is perhaps the most valuable asset your company will ever own.
See our branding campaigns for:
|
|
