I've always had a funny feeling about the brand valuation schemes from the likes of Interbrand, Millward Brown and Brand Finance. I wondered what the so-what was for my clients. Should they strive to boost their rankings? Do higher rankings mean more promising future revenue streams or lower risk? Then I met Jonathan Knowles who has been injecting a lot of common sense into the discussion calling into question the usefulness of these valuations from a brand management perspec

Like so many of the comfy business contructs that no longer seem to make sense (The Five Forces, The Four P’s and the Three Whatevers…,) the traditional divides of B2B and B2C are becoming less meaningful every day. What has tended to differentiate B2B and B2C has been the nature of their relationships – sustained vs. transactional and their channels – direct vs. intermediated. But there is a lot that B2B can learn from B2C’s emphasis on deep customer insight, rapid sensing,