Anchovies and B2B brand building? What could possibly be the connection between the salty canned forage fish and B2B companies? David Dodd marries these seemingly disparate items with great tact in his article, “What Brand Marketing and Anchovies Have in Common”.
Dodd analogizes a common amateur chef mistake, foregoing anchovies while following a recipe - a mistake that alters the taste and texture, leaving the final dish wanting - to the effects of overlooking B2B brand building, as it relates to long term growth and revenue generation. Just as anchovies can prove vital to the taste and texture of a final dish, B2B brand-building is the ingredient that makes marketing materials "tasty" and leaves clients and prospects alike coming back for more.
Find more from Dodd here.