If you asked ten employees “What business are we in?” how many would give you a clear, concise answer? Would any three give you the same response?

Recent surveys show B2B companies are spending 5.9% to 7.8% of their revenue on marketing, and are allocating it almost equally among online and offline channels. Read more about the marketing benchmarks your company can use.

The punch list for starting a company always includes vision, mission and value statements. Rarely does it include the strategic identity – but it should. Here’s why.

There are many worthy non-profit organizations in your community that would benefit from your expertise in these areas – and there is a benefit to your company as well. Here are just a few ideas.

Brand value is not just for the Fortune 500. B2B companies of any size can leverage their brand to increase sales, earnings and value as they grow - then cash out when it’s time to sell. It all lies in the intangibles.

Effective brands seek to build brand loyalty through consumers that chose them time and again. However, great brands not only build loyalty, they build confidence.

It is never too early to consider how the brand architecture needs to support the business strategy. Here are the four types and why they are important.

Creating a strategic identity is not easy work. Are you ready?

Most books on branding focus on identity, design and psychology. This is not one of those books. Instead, authors Davis and Dunn of Prophet focus on brand as a business strategy that is delivered by the entire organization.

All great companies have a clear idea of who they are, what they do differently, and why they do it. Then they do things that other companies don’t to dominate any market they enter.

Intangible assets can constitute up to 75% of a company’s total value. Capitalize on the untapped value of your brand to further differentiate yourself in the market.

Most executives feel the strength of their brand lies in marketing. But the truly great companies know that every function is responsible for delivering the brand promise to the customer.

Surveys show that emotional and personal values impact B2B decisions twice as much as product value. Having a distinct corporate brand can make all the difference to your business.

B2B companies tend to let their brands age into obsolescence because they have outdated ideas about the role brand plays in their business. Here are five myths that persist and key facts that prove them wrong.