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The Importance of Branding in Today's B2B Customer Acquisition

SBI Growth

OCTOBER 6, 2012

During Greg’s tenure, the brand ‘Yellow Freight’ went from the unpleasant designation by Fortune Magazine as the worst of five national trucking firms in the LTL industry in 1996, to #1 in the industry by 2001. Greg built a powerhouse brand by transforming ‘Yellow Freight’ to ‘Yellow Transportation’, a highly preferred brand.

B2B 306
B2B SAP Customer Transportation 306
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Neuroscience Confirms We Buy on Emotion & Justify with Logic & yet We Sell to Mr. Rational & Ignore Mr. Intuitive

Insight Demand

MARCH 31, 2017

These positive/negative emotions are then transported to your conscious mind well in advance of a conscious decision. Thus, a salesperson can share a story with a customer, and due to the transportation effect of story, it feels real. It’s the next best thing to experiencing it live. ii] Daniel Kahneman, “Thinking, Fast and Slow,” p.

Transportation 20
Transportation Study Journal System 20
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