Companies are missing the brand message
Posted by Janice Scheckter on 12 August 2015 10:20 PM SAST
According to a b2b survey conducted by McKinsey across hundred of companies, most B2B communications campaigns do not focus on those elements that their customers care most about.
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Given the proliferation of touchpoints and stakeholders – from customers to employees to shareholders – it is more important today than ever before to communicate a consistent brand experience. For this reason, brand strategy needs a cross-functional team that incorporates perspectives from outside of the marketing department, such as finance, sales, and customer service. That team cannot stop at aligning on what the brand is. It needs to clearly articulate how the brand comes to life across touchpoints.
The B-to-B brand is a source of tremendous value to both customers and companies. Organisations need to be more deliberate about developing the strategies and tactics that safeguard this asset.