Business Brand Content Curators Artfully Elevate the Corporate Message

It’s well known that B2B businesses often shift corporate brand communication resources to feed marketing/advertising efforts. As business goals broaden, however, B2B communicators pay closer attention to their corporate brand-building strategies to encourage external audiences toward multifaceted interactions: investing in stock; choosing the company as a preferred employer; championing an issue; and buying products and services. Often this means scrambling to pull together disparate content, including logos, Web sites, newsletters and collateral. Much like an art curator who carefully acquires, edits and displays a collection of objects with the intention of sparking emotion among those who contemplate it, savvy B2B communications pros are more thoughtfully connecting these assets into a singular brand experience for stakeholders. To learn more, we sought insights from a select group of communications veterans.

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