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B2B by Wilson Chew, Jacky Tai

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CHAPTER 02

Why Do You Need To Transform Your Business Into A Brand?

 

 

 

 

 

 

MANY renowned academics and brand researchers have spent many years researching why it is important to develop a brand. We could inundate you with the details of all these studies but you could easily find such papers if you did a little search of your own. What we are more interested in are the practical aspects of brand building. Why do you really need a brand? In order to understand and answer that question, we need to give a little history lesson but don’t go to sleep yet. This one is actually quite interesting.

In the book Brand Failures, author Matt Haig talks about how brands came about. Brands were originally developed in the late 19th century by rapidly ...

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