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BRANDING: Why is your brand important?

We reveal why brand should play a central role in your organisation by addressing the most challenging questions posed by cynics

Real men (and women) don't buy brand. Or if they do, they rarely own up to it. It's a bit like owning up to living in Milton Keynes or reading Hello magazine (and before the hate mail starts, I do both). From our experience, you'd be forgiven for thinking that in the serious world of B2B, openly declaring your belief in brand was a serious career faux pas.

As brand specialists focusing on the B2B world, selling our services has never been easy. All too often our first step is to answer the challenging questions of the biggest cynics in the business and convince them that their brand is central to the organisation, needs to be addressed and that it can provide a valuable return. Here are some of those questions: