O'Reilly logo

B2B by Wilson Chew, Jacky Tai

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 06

“But We Are Not Selling Coca-Cola,” Says The CEO

 

 

 

 

 

 

SOMETIME in 2005, Wilson was invited by the marketing director of a B2B branding company to make a presentation to the company’s senior management on the nuts and bolts of a typical branding project because the marketing director thought it was time for the company to review its brand strategy. Five minutes into the presentation, the CEO stopped Wilson and said, “Excuse me, Mr Chew. We are not selling Coca-Cola, you know? Why are you talking to us about branding?” This was the first time that either one of us was asked this question but it certainly wasn’t the last.

Back in those days, many CEOs of B2B companies would ask us this question. They were simply not convinced ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required