Branding Roundtable 16
B2B, or business-to-business, branding and marketing once went by the decidedly unsexy moniker of “industrial marketing.” It was a hard-nosed business of products sold on features and price, with marketers often relegated to a sales support role and “brand” considered an indulgent and irrelevant nicety better suited to B2C.
For this latest edition of the Branding Roundtable, we turned to B2B brand leaders in San Francisco, Chicago and London, asking them to comment on the current state of B2B, and its direction for the future:
Gareth Case, Director of Marketing, UKIN, CSC (Computer Sciences Corporation)
Heidi Melin, Chief Marketing Officer, Plex Systems
Kathy Seegebrecht, Vice President, Corporate Marketing, UL
back to library
We're doing a bit of soul-searching to better know our readers and improve your experience. Please take this 2-min survey and you might just WIN the first edition of our new eBook series: State of the Brand!
Use the Bm | Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.News websites.Got it
We noticed you're using an ad blocker. Totally understandable, but our ads are minimal, always relevant, and a great help for supporting our ongoing efforts to narrate a quality discussion around branding.
Please consider disabling your ad blocker or sign up/sign in before diving into our exclusive insights: