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How to: Improve customer relationships through brand investment

Simon Glynn and Michael D’Esopo, senior partners at Lippincott, offer advice on how companies can use branding to realign their brand and business agenda and create an authentic meaningful identity  

There’s no denying that branding matters now more than ever. While this has become evident in today’s competitive brand landscape for B2C companies, B2Bs traditionally do not invest in or manage their brands to the same extent.

What B2B companies are starting to realise however is that failure to invest in their brands, or relying on corporate-level brand management, is detrimental to business. B2B purchasing decisions are often highly committal, leading to long-lasting customer relationships – the potential to go beyond purely the products purchased, interact with customers and form real connections is highly valuable for businesses.