Brand + Demand: Taking B2B Marketing From Cost Center to Value Center

When the economy crashes, brand marketing often faces pressure. However, successful companies like Apple are great examples of the positive impact brand marketing has. Branding builds trust, confidence, and differentiation in-market, and can move marketing into the role of value creator and revenue-driver.

Five approaches to creating value through brand and demand include extending internal networks, partnering up, collaborating with sales teams, engaging through third-party channels, and recognizing and rewarding customers.

Mindful balancing of brand and demand can yield untapped business opportunities and help marketing become a revenue-driver. It involves creating a human connection with key audiences, understanding their drivers, and reviving the "surprise and delight" elements of marketing.