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Insight/ Branding & Communications

Why Business Marketers Need To Think More Like Consumer Marketers

B2B marketers seem to have a particular frustration over what they have lost in a Web-centric marketing environment. They can't run glorious spreads of soaring airplanes. There is no place for that memorable Intel Inside four-note sound.  And you can't squeeze a headline, two paragraphs of text, a logo and a legal disclaimer into a 728 by 90 banner. Brand-marketing programs were meant to build up an impression of a company or product such that when time was right to purchase, the consumer of the media felt positively disposed toward a brand.

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