Brand investment is second nature to our friends in the B2C world. Consumer companies know they live and die with the value of their brands. But most industrial MRO companies continue to ignore the value of a good brand.
When times get tough, when sales don’t meet expectations—what’s the first budget that gets cut? If you’re company is like most, the answer is probably marketing.
Insert Scooby Doo “Huh?!” sound clip here.
I’ll never understand this. What’s the thinking? “Sales are down, so let’s turn off our customer acquisition engine? We’re not making enough money, so let’s ignore the very activity that drives growth?”