Difference makes a product or service worth paying more for and drives value for a business. It is an essential ingredient for brand growth.

B2B marketers face challenges that are not experienced by those marketing to consumers. Sales cycles are longer, for example, with transactions involving larger orders and bulk purchases. The buying process is more complex, with multiple decision-makers and stakeholders needing tailored messaging and tight targeting.

All of this can lead B2B marketers to focus more on performance attributes than on the kind of brand building where impact is harder to measure. But at their core, B2B and consumer marketing are not so different after all, not least with respect to the primacy of Difference in creating brand value for businesses and their customers.