B2B Brands Do a Poor Job of Differentiating, Says Google


A study we found, commissioned by Google and The Corporate Executive Board Company (CEB) places the blame for poor sales performance squarely upon the shoulders of brand managers, reporting a 500% gain in consideration, 1,300% gain in purchases, and 3,000% gain in willingness to pay a premium for products with which the customer has a high brand connection. Now, I’m no accountant, but I can see why brand value should end up on a balance sheet, as it would be foolish to ignore something that will increase your sales by 13x. And that’s before you raise your prices –…