The power of identity: how to build a breakthrough b2b brand

Business-to-business companies have traditionally focused less on brand building than consumer goods companies. In a presentation at a global conference on Brand ROI and Brand Portfolio Management in Kiev, Ukraine, Kontrapunkt’s co-managing director Rasmus Bech Hansen explains why branding matters to B2B firms. He also outlines how B2B firms can improve their competitiveness, building a powerful company identity that leverages the key component of any B2B brand—its people.

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April 2007