Brand building for consumer goods came out of advertising and developed as a science from there. The major driver of advertising spends in the last century were consumer goods. P&G & Lever led the way with spending tremendous amounts of money on advertising aimed at prodding the different stages of consumer behavior with ads aimed at product differentiation, product trial, product adoption and finally brand loyalty. Advertising was crucial and it’s effectiveness was gauged by measures of top-of-mind awareness, brand recognition, brand recall and intent to purchase.
That worked, and still works, for consumer goods today. But, what about the other industry sectors like service, technology, finance and B2B? » Read more: B2B Brand Building – 6 vital tips
