B2B Branding

B2B, or business-to-business, branding and marketing once went by the decidedly unsexy moniker of “industrial marketing.” It was a hard-nosed business of products sold on features and price, with marketers often relegated to a sales support role and “brand” considered an indulgent and irrelevant nicety better suited to B2C.

For this latest edition of the Branding Roundtable, we turned to B2B brand leaders in San Francisco, Chicago and London, asking them to comment on the current state of B2B, and its direction for the future:

Gareth Case, Director of Marketing, UKIN, CSC (Computer Sciences Corporation)

Heidi Melin, Chief Marketing Officer, Plex Systems

Kathy Seegebrecht, Vice President, Corporate Marketing, UL