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The need for brand building in the b-to-b sector has never been as in demand as it is today. Some of the world’s biggest and most established blue chip brands, from Microsoft and Accenture to Shell and Amazon, are servicing business clients making it a thriving sector.
But worldwide economic uncertainty has made business customers less predictable as they review the minutia of their spending and reevaluate buying decisions, meaning that established and trustworthy brands have become even more important to the equation.
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https://www.adweek.com/brand-marketing/golden-age-of-b-to-b-marketing/