As Middle East Business-to-Business (B2B) companies rebound from the effects of the pandemic, many are seizing the moment to recalibrate and evolve their corporate brand position.
The corporate brand journey
Building a brand is a journey. The nature of developing a B2B brand means that the customer journey tends to be a considerably longer endeavour compared to Business-to-Consumer (B2C). After all, the relatively short decision-making process for a consumer buying ice cream is very different to the 25 months of pre-sales activity, contracting and relationship building that may be required to sell the packaging materials needed for the tub that the ice cream comes in.
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