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‘Brands matter’ – by Kevin Randall

“Brands matter because the business to business (B2B) marketing communications world is characterised by numbing sameness, commoditised feature wars and laundry-lists of product benefits. In other words, there is a sea of noise, parity, clutter and dullness.

Branding–going all the way back to its origins with Norse livestock herders – allows a producer or owner to distinguish his/her goods or services. Branding today is a strategic tool that helps the supplier cut through the morass of the market, get noticed and connect with the customer on many levels and in ways that matter.

A strong brand becomes the customer’s ‘shorthand’ for making good choices in a complex, risky and confusing marketplace.”