Most B2B companies want to increase their revenue. And most of them do it by increasing sales effort. This can take the form of adding staff or increasing advertising. The question is whether this is the best approach.
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As a marketer and brander, I support good branding and argue for it when I can. One of the counterarguments is that branding doesn’t make any sales. I think this is true as far as it goes. Very few people will make a purchase solely on the basis of good branding. But, this isn’t the reason to do branding.
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Earlier, we talked about how the current understanding of brand authenticity is inadequate. This time, we’ll outline a more intelligent notion of authenticity.
There has been a lot of talk lately about authenticity, esp. authentic leadership and authentic brands. It all seems very straightforward, but the concept of authenticity is much more complex.
I just heard a podcast of Maureen Blandford and Michelle Nichols (BusinessWeek) on reasons why business-to-business organizations should spend less on marketing and more on sales to increase revenues. I think Blandford was not only inaccurate but illogical.