differentiating your b2b brand

Many B2B brands find themselves victims of intense competition, growing commoditization and confusion about how to make the best use of branding. If your brand is just a set of superficial marks, colors and trademarked words, the pressure is sure to crush it to smithereens. However, if your brand is built from empathy, purpose and emotion, it stands a fighting chance to stand out, get noticed and be seen as emotionally important. After all, as the owner of an emotionally meaningful B2B brand, your business will stand out from the crowd, its presence will transform any perception of...