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B2B by Wilson Chew, Jacky Tai

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CHAPTER 07

Other Branding Myths That Can Kill Your Company

 

 

 

 

 

 

THE previous chapter was dedicated to debunking the myth that branding is only for B2C products or services. If CEOs of B2B companies continue to hold on to the belief that branding is not important just because they are not selling to the masses like Coca-Cola or Nike, then many B2B companies will be stuck in the commodities trap – forced to compete on price alone and yet still not able to make much headway against competitors with stronger brands. This is an observation that we have noted from our extensive dealings with B2B companies over the years.

Now that we have dealt with the myth that branding is only for B2C companies, products and services, there are other ...

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