Why do most companies think of business-to-business (B2B) branding as “boring?” Why do businesses think of B2B as second-tier branding, something requiring cursory, dubious management? Companies are recognizing that their value lies beyond turnover, assets and new products, and that the strength of their brand is in the loyalty it generates. They’re now dedicating energy to annual reports and press releases. But are annual reports and press releases the alpha and omega of brand exposure? Martin Lindstrom makes the case that B2B branding doesn’t have to be boring, and that a renewed emphasis on B2B branding can help companies succeed.

At this presentation you’ll learn:

• How to evaluate and optimize the value of your existing B2B brand
• How to establish a world-class B2B branding strategy
• The B2B Brand success criteria drawn from hundreds of hands-on B2B branding cases from across the world