How Promise to the Customer Can Give Campaigns a Competitive Edge

How Promise to the Customer can Give Campaigns a Competitive Edge. The idea came from an exploration of essentially B2B marketing, B2B branding that gave us space together to think about stepping back and asking what might be some fundamental principles. What it's evolved into is more than a B2B idea isn't it? Exactly, exactly. And even though I think some B2C branders think they've got it all figured out, I think the research and the data that we were able to access from working with all your good folks at work shows that in B2C as well as B2B they're really missing some very fundamental things about how to build strong brands.