You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How to Make (or Break) a Service Brand B-to-B Strategist Spells Out the Four Steps to a Winning a Service Brand By Rodger Jones, Published on July 02, 2014 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.