Many business-to-business (B2B) organizations keep branding in the background, but at New Pig, branding takes center stage.

In this article, Gary Hoover discusses the importance of the human side of enterprise and how organizations can benefit from telling their own stories effectively.

APQC's perspective on best practices related to using brand alignment to drive relationship marketing strategy, featuring case examples from CIBC, Sears, and Harrah's .

A summary of secondary research providing organization examples, trends, best approaches and insights. Further information may be found within the articles cited.

As technology becomes more transferable, the tangible advantages of one product or service over another become less perceptible to the increasingly cost-driven consumer.

This case study summarizes the key points presented at a site visit to Kraft Foods at its Rye Brook,NY office on July 10, 2001.

From APQC's 2001 Maximizing Marketing ROI  report, this case study explains Colgate-Palmolive's best practices for developing, allocating, and accurately evaluating returns on investments in marketing.

Rockwell Automation shares its expertise in building its brand in this case study from APQC's Business-to-Business Branding study.

Examine emerging trends in business-to-business branding and uncover the characteristics of and requirements for success in Business-to-Business Branding: Building the Brand Powerhouse .

Discover how to enhance your organization's level of customer support and customer service delivery to meet growing expectations in Call Center's and the Internet: Enhancing Customer Contact .