Why B-to-B Companies Are Investing More in Brand Marketing

Experts explain three factors propelling the trend

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Last November, visitors to New York’s Times Square might have encountered something odd, given the neighborhood’s emphasis on shopping and spectacle.

Amid giant billboards promoting Samsung, Coca-Cola and The Book of Mormon, some of the estimated 275,000 people who passed through the area each day that month may have seen multiple screens showcasing a new marketing campaign from commercial real estate firm Jones Lang LaSalle.

JLL, as it’s called, is not a small organization. The Fortune 500 company operates in more than 80 countries.



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