The Case for BUSINESS-ON-BUSINESS Branding: Drawing Away From the
Frank Lamons, Published by Thomson, 2005
ISBN: 0-324-39865-4ReviewHardcover, one hundred sixty pagesThe Advantages of B2B BrandingВ (by Bob Lamons) is a relaxing overview of the principles of organization branding. The book can be divided into two clear-cut and well defined sections: portion one particulars the " seven easy steps to effective brand graphic managementвЂќ; the other part particulars twenty-one B2B " brandingвЂќ case studies from some of the world's best known (and less well known) business and industrial businesses. This section is a gem: the Intel " storyвЂќ, for example , includes pictures from the early unsophisticated Intel campaigns pertaining to the 286 and 386 chips; hard to believe it's the same organization that ultimately came up with " Intel InsideвЂќ. Bob Lamons' career spans 33 years and this individual has the closest thing to the impeccable BUSINESS-ON-BUSINESS pedigree: he can a highly acknowledged B2B doctor; he produces a monthly column for SE?ORA Marketing Information; he dished up for 14 years on the Board of the Business Advertising Association including one year as chair and has received prestigious publishing accolades. He is currently Chief Advertising Officer intended for Unleaded Marketing communications of Harrisburg, Texas and is reached atВ [email protected] com. PART ONE вЂ“В The seven step process for building solid B2B brands: * Chapter 1 вЂ“ IntroductionВ вЂ“ through this chapter Greg Lomans summarizes his simple philosophy of B2B logos: " retain it simpleвЂќ. The writer also particulars the seven steps intended for B2B manufacturer building and emphasizes the advantages of B2B online marketers to be even more attuned to branding. * Chapter a couple of - Powerful teamworkВ вЂ“ this premise stipulates the eight " teamвЂќ members that has to band together behind the B2B personalisation strategy: the CEO, CMO, CFO, HR, Sales, Customer support, Marcom. The author defines quite precisely the position of each of these in formulating brand strategies вЂ“ it's a fairly universal portrayal that may easily connect with most B2B or professional companies. 2....