"Here is how SMEs can ace B2B branding"
B2B managers, on the other hand, still think their customers buy features and benefits and are not influenced by brand image.
Eventually, however, it becomes harder and harder for customers to differentiate between suppliers. At the fifth level, all products and services are essentially viewed as equal, which, by the way, is where the personal computer industry now finds itself in.
What is needed is creating a personality for the company, one a customer wouldn't mind dealing with.