Via Scoop.it – storybranding
I can agree in principle with this article. I do have some problems with the “how to.” A B2B brand is no different than a B2C brand when it comes to values and beliefs that become assoicated with them. The problem with B2B brands is that too many of them think differentiation is only an outer layer issue with an exclusive focus on features and benefits. Unfortunately these are copied over time. This is but one of many reasons why the inner layer is so important.