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"In the current hyper-competitive marketplace, it's hard for suppliers to think objectively about what makes their business truly different from their competitors," observes Brenna Garratt, CEO of The Delve Group, a Manhattan company specializing in working with outsourcing suppliers. So, how do companies distinguish themselves when everyone's offerings sound alike? He says thought leadership marketing as the new tool for branding is gaining ground because business executives today "are increasingly up to date with the latest technology and no longer expect vendors or solution providers to provide that for them.
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