The 5C's B2B marketers should incorporate into strategy

Business-to-business companies can make customers love their brands by applying analysis to planning and brand movement, write Rick Roth and Martyn Straw. They suggest the assessment include these considerations: company goals, customer needs, end-consumer engagement, competitive analysis and brand culture. "[I]ntegrate this learning to identify key insights into the brand and its final destination -- the place to which it must be moved," they write.

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