Itamar Simonson, professor of marketing at Stanford, tells the American Marketing Association that, in a world full of online reviews and “experience-based information,” the value of branding has been eroded: “Consumers rely increasingly on information sources like reviews by consumers and by experts…. They’re less dependent on … cues such as brand names.” This may be true in the B2C world, but in B2B and specifically professional services, the opportunity is still there to tell the story of your brand.
In this LinkedIn article, I review four ways that professionals and B2B marketers can build their brand.
Photo credit: Jason Michael / Foter / Creative Commons Attribution-NonCommercial-ShareAlike 2.0 Generic (CC BY-NC-SA 2.0)
