THE ARCHITECTURE OF B2B BRAND
For the high-tech, B2B industry, however, these traditional approaches don’t make complete sense. Each of these strategies has their place, but there is a growing trend toward a new branding strategy that is a graceful blend of the two. This tiered-branding approach, which is similar to an endorsed brand, is a logical and effective strategy for the high-tech marketplace. In order to fully understand why this new approach works, however, we need to take a quick look at the first two.