Book Review: Bold Brand, New Rules for Branding and Marketing Your Professional Services Firm
Professionals such as architects and engineers working in business-to-business companies tend to think of their services differently than pros working in the business-to-consumer world, which is intensely competitive and places a higher value on brand recognition. "Bold Brand"—the 265-page book ($24.99 paperback, $9.99 electronic) by Josh Miles, an Indianapolis-based design consultant—debunks the argument that B2B firms should go to market differently than B2Cs.
The consumerization of business, driven in part by the growth of the internet, mobile computing and social media, has changed the game, says Miles. He lays out the principles of successful brand marketing campaigns, peppering the discussion with such well-known examples as Pepsi, Apple and Nike.