Thinking B2B: Applying espoused & enacted theory to B2B marketing

by Warren Moss. While it may sound complicated and academic, this theory has very pertinent applications in real life and, specifically, in B2B marketing.

Fair Exchange: Why predictability is a critical brand characteristic

by Erna George. A level of predictability is what makes others feel safe; it is something they can depend on. This is exactly what a brand does; otherwise, we might as well pack products in a white cardboard box and identify its contents in black Arial font.

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