At the Net Market Makers Ground Zero Conference in Los Angeles earlier this month, the big agencies discussed the merits of B2B advertising, and debated which approaches create successful branding campaigns. B2B advertising has its advantages, it was established. It s no surprise that, in a thriving economy, ad spending was up 235 percent over the third quarter of last year.
Brand is now a verb.
Alvin Toffler has said that exchange is a social dynamic, not a technological one. Brand builds aura around an institution. Until now, it s been mostly about availability and pricing but with the advent of the Internet, brands have become more transparent. No more saying one thing and doing another. The Fundamentals Apply To Any Campaign Consumer Or Business.