You are here

Brand trust: It's a brand thing

We may think that bosses put the bottom-line before everything else, but nothing could be further from the truth. New research by Uffindell West – called 'Reputation & trust in B2B' – reveals that business leaders actually value trust and relationships so highly when choosing suppliers or business partners, that they're prepared to pay a premium for it.

However, it's not all good news. The results also highlight that when it comes to brand management, many B2B companies are still in the dark and are missing out on potentially huge opportunities.

The key questions we wanted to address with our audience of 500 senior B2B marketing decision makers was: how do you market your products or services? Does it take a quirky brand personality or clever advertising to stand out from the crowd? Is it a question of undercutting the competition, or are clients simply interested in referrals and recommendations?