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.

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 [...]

Well, that seems to be the approach of this marketer! I found this advertisement on the wall of a public restroom—the height of interruption marketing. Luckily, I was able to ironically peruse their ads with my cold, marketing eye. And I was in luck! What a description for your company. I can imagine the creative [...]

A while back, Geoffrey Moore remarked on the ineffectiveness of B2B branding (at least compared to B2C branding). Today, I read an article by Jon Miller, who is holding the contrary position—that B2B branding matters. Who is right?