Does branding matter in B2B. I came across this post on B2B branding the other day. The author posits that in this day of micro messaging, branding no longer matters because you can micro-target with messaging.
I would disagree. I think the exact opposite is happening. It is specifically because of targeted messaging that brand matters more. Brand recognition helps us filter out the noise. It is human condition that when faced with uncertainty we will gravitate towards the familiar. Personally, I get hit so many times a day that unless it is a brand I have heard of or has been recommended by a colleague; I tune most of it out.
I would love to hear your thoughts on the topic. Does branding matter more or less today in B2B?