Nowadays, even broad branding campaigns must prove their worth with measurable returns. Achieving a positive return on investment from branding often hinges on a successful integration of multiple media and messaging into one consistent theme: reaching target customers across a myriad of channels.
BtoB sorted through dozens of case studies to find some of the best examples of recent b-to-b branding campaigns. Our selections range from AT&T Business Services, which wanted to stand out from its parent company’s telecommunications roots, to USG Sheetrock, maker of one of the top brands of drywall, whose product was in jeopardy of becoming generic to the contractors who bought it and the "rockers" who installed it.
Behind these branding success stories are savvy marketing departments and agile agencies skilled in layering messages over time and across media to reach key audiences.