do not rely on the second chance you will not get This is the third of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and […]

do not rely on the second chance you will not get This is the third of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods Consumers are impatient and judgemental. Research suggests that our lasting impression of a personal brand is established within 30 seconds, and rarely changes after that. All subsequent input is then viewed and assessed within a framework established during the initial judgement. Put simply, after the initial judgement, we see what we want to see. Research by reported by BOP Design suggests that some 48% of customers in a B2B environment establish loyalty to a brand after the first purchase. Nearly half of all B2B purchasers have established loyalty to a brand without making a…