B2B Brand Building Is… Hard (Jim Lesser, ServiceNow)

Video Description

At the BRITE ’25 conference, Jim Lesser (Chief Brand Officer, Service Now) spoke about how hard building a brand is generally, and how these challenges are even deeper for B2B companies. He offers key themes both internal – garner brand champions in finance, ops, etc. – and external – “you are not selling business to business you are selling people to people” – that demonstrate why the impact of emotion is as important in a B2B landscape as it is in consumer goods. For more information on the BRITE conference and Columbia Business School’s Center on Global Brand Leadership visit: http://briteconference.com http://business.columbia.edu/globalbrands