The Importance of Branding in Today's B2B Customer Acquisition
Sales Benchmark Index
OCTOBER 6, 2012
Let me give you an example to illustrate the point; One of the brightest CMO’s I’ve ever had the pleasure of serving as an agency partner is Greg Reid, former CMO of YRC Worldwide. Greg built a powerhouse brand by transforming ‘Yellow Freight’ to ‘Yellow Transportation’, a highly preferred brand. An example to provide color is my experience directing the e-commerce agency of record for Colgate Professional.