B-to-b’s focus on building better bonds with the pubic, of course, is not just about winning more trophies. A recent report from brand valuation consultancy Brand Finance found that since b-to-b companies trail their b-to-c counterparts on this front, closing the gap could add nearly $1 trillion in brand value to the b-to-b category. And companies with high levels of brand value, the research indicates, tend to outperform the S&P 500.
In a separate interview with Adweek, Qualcomm’s McGuire noted b-to-b customers want to be treated the way b-to-c companies treat them. They want compelling content. They want marketing that speaks to them.
“The lines are blurred,” he said on the evaporating divide between b-to-b and b-to-c. “Storytelling is storytelling, no matter if you’re telling a story to an individual consumer or an enterprise.”
