Say the word brand and most people think of iconic companies like Nike or Apple with flashy slogans or logos.

But in the B2B context, brand is very different. And, as Andrea Fabbri of Branding Business explains, creating a brand identity is not some vague, touchy-feely process.

An effective brand that can guide sales and marketing – even operations and product development – is based on cold hard data and evidence, both from the company doing the selling and the prospects in their target market.

Andrea talks about his approach to building a brand, as well as…

* Why salespeople are vital to this process

* The key differences between marketing and branding

* How to test a new brand identity almost risk-free

* One of the most underestimated – yet most important – activities when making changes in a company

* And more

Mentioned in This Episode: www.brandingbusiness.com