“if you are not a brand, you are a commodity.” Interesting – most of the top valued b-to-b brands in Forbes 2016 list are technology companies. Top three brands overall, consumer brands, are also technology companies. Could it be that brand make the most difference in technology? From another side, Apple is a technology that might qualify for fashion 😉
Interesting – discussion during the event generally suggested that for a startup the product is a brand until probably $100 million in revenue. Small organizations can take more risk around their brand and experiment.
Fantastic example of b-to-b brand promotion – a very niche product, precision driving technology for large tracks. is promoted by a fascinating video.
Even more interesting, the explanation how the promotion was made is as fascinating as the promotion itself 🙂 The “complete story” or a commercial for a b-to-b product… has over a million views!
I am also lucky to work for a company that aligns its futuristic brand… with the future itself in a very interesting way, by partnership with the latest Star Trek Movie.
Who knew b-to-b marketing can be so much fun 🙂