What B-to-C Marketers Can Learn From the B-to-B World†

Five Strategies Behind Smart, Complex Brand Models

Advertising Age, October 13, 2008 — In today's consumer economy, price is becoming a bigger driver of purchase decisions, elbowing its way past all the lifestyle attributes we've worked so hard to associate with our brands.

Maybe it's time to look at those who've lived — and learned to thrive — in such dire circumstances. B-to-C, meet B-to-B.

B-to-B marketers are instead building smart, complex brand models that are based on the very business behaviors that are changing their companies.