Are B2B Companies’ Core Messages Missing the Mark?

A newly-released and intriguing analysis from McKinsey suggests that there’s a big disconnect between the core brand messages most emphasized by B2B companies and the characteristics that are most valued by their customers. For example, while top global B2B companies appear to be accentuating themes such as corporate social responsibility and global reach, executives see little value to these themes when evaluating the brand strength of their primary and secondary suppliers, instead more interested in topics such as open dialogue, supply chain management and specialist expertise. (more…)