Finding the brand positioning sweet spot
Savanta
JUNE 30, 2014
'Managing a B2B brand isn’t easy. In a recent survey of 100 senior B2B marketers conducted for the B2B Leaders Forum by Circle Research , they named three major challenges: Resources: Brand building is a lower priority than activity which directly builds revenue in the short-term. Delivery: Although the brand positioning may be clear, those on the front-line with day-to-day customer contact don’t always live the brand values.
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