OAKBROOK TERRACE, ILLINOIS – Movéo Integrated Branding, a hybrid brand consultancy and marketing communications firm, has announced that an article authored by Kevin Randall, Director of Brand Strategy & Research, is being published in several graduate marketing course readers for the University of Southern California’s Marshall School of Business.
In the article, “It’s a Fact: Strong Brands Drive B2B Markets,” Randall discusses the importance of building a solid brand that can truly differentiate a company from the competition. He also explains why creating a relevant, lasting brand is more important than ever in the B2B marketplace.
“When I wrote this article, I wanted to illustrate that the power of a brand can be underestimated, especially in B2B,” Randall said. “Brands aren’t just clever names –- if nurtured correctly, they can drive strong business results.
The article, which was originally published on BrandChannel.com, also peaked the interest of Google –– the company subsequently invited Randall to address their executives.
Randall is a recognized thought leader in B2B branding with over two decades of industry experience. For the last nine years, he has led Movéo’s Brand Strategy & Research group. In addition, Randall is a regular contributor to Fast Company and has been featured in numerous industry publications and websites, such as BtoB magazine and MarketingProfs.com.
