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.
The researchers analyzed publicly available documents from Fortune 500 and DAX 30 companies to produce a list of 13 themes used by these companies to position their brands. From there, they assessed the top 90 global B2B companies by 2012 market cap from 6 sectors to see how the public documents of those companies aligned with those themes. Read the rest at MarketingCharts.