The Importance of Brand Building in B2B

Brand building is an incredibly valuable thing for a company to do but if you call it brand building a lot of silos start to appear. So what we're trying to do with promise to the customer is to get absolutely everyone on the hook to say how do we build a compelling brand without actually calling it brand? That came out of conversation I had with senior C-suitex X and big B2B companies who are not themselves marketers.