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BRANDING: The secret ingredient of brand success

IBM and Salesforce were voted the two most respected brands in B2B Marketing’s recent B2B Leaders Report. Lucy Fisher investigates what these brands are getting right

With 93 per cent of leaders in B2B Marketing’s recent B2B Leaders Report claiming an inability to measure ROI makes it harder to justify future investment in brand, we set out to discover what it was that IBM and Salesforce have done right, given they are regarded as the two most respected brands by these same leaders. Perhaps if marketers can agree what constitutes a strong brand, they can effectively make the case for investment.