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Creative B2B Branding by Scot McKee

Tom Albrighton

ABC Copywriting

PRO

Why shouldn’t B2B marketing be creative? That’s the question that has driven McKee’s career as a marketing consultant, and it’s the driving force behind this book.

Arguing (convincingly) that much B2B branding is lazy and mediocre, McKee sets out a practical process for encouraging B2B companies to think about their brands and how they could develop, before explaining how a B2B brand can be rolled out across a range of media.

If you work for B2B companies, this is an essential read. You’ll never accept an ad featuring people shaking hands or the word ‘solution’ again…

Comments

22nd July 2012

Paul Saxton

£28!? Can I borrow your copy?

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