Why B2B Big Brand Messaging Doesn’t Engage Customers

Although the digital marketing revolution’s earliest impact may have come in the consumer arena, it’s also roiling the world of business-to-business (B2B) brand building. Customers engage with companies online, so its a good tool for delivering B2B brand messages and amplifying their impact.

But McKinsey research suggests a marked apparent divergence between the core messages companies communicate about their brands and the characteristics their customers value most.

via McKinsey