Building B2b & B2c brand equity using executives & directors
Making a company well known within a marketplace is undoubtedly one of the most important goals for Directors, PR & marketing departments as well as agencies of those companies.
An often missed gem of this is using the companies own management as superstars and heroes of their industries. Most people know Microsoft and Bill Gates, Apple and Steve Jobs, these companies have very strong brands but they also have a team of execs who are portrayed as super heroes.
What is often found is that the execs already have a wide network of contacts, clients and suppliers however what is required is to join this already well known person with the brand and they will boost each other. It inspires confidence in clients as they see the people whom they are dealing with in a different light and it boosts the brand by putting real human faces to what can often seem a large corporate.
One barrier to achieving this is that it really needs to be done in a way in which the person seems like a human which a strong personality. Whereas many PR companies, departments and directors when first presented with this idea go for the far too unoffensive and uninteresting grey robot which is all to often found in annual reports.
One thing that is all to often forgotten in the world of business be it b2b or b2c, is that people by from people not just brands.