We are used to categorize the (business) world in two main, dichotomic, unescapable categories: b2b and b2c. But are they still relevant, some 80 years after their invention? Are we really sure that “we’re b2b, therefore we don’t need to invest in - good - communication”?
In principium “logo” erat. And what’s the actual need behind it?
We don’t probably often think that “logo” comes from greek "logos" - word, thought, principle, or speech. In the wider meaning, logos is the driving force of signification, a sort of sense-making god. Creating a logo means defining a direction, giving an identity, changing the course of history, defying the rules of time (in a nutshell).
But why doing so? To reclaim our existence. To distinguish our products. To instill life in what’s inanimate.
What’s the greatest logo of all times? I honestly do not know, nor will I ever be able to decide between Apple’s and Nike’s one. Because Nike’s the best. The best logo ever created. But Apple’s logo is the logo of Apple.
Both of them emerged as a need, an urge. Phil Knight adamantly declares that he commissioned a logo just because he needed one, just because his Blue Ribbon company was denied the importing of Onitsuka Tigers and thus needed to have a mark that “covered” the less appealing companies that would have succeeded as its suppliers.
So why a logo? To tell everybody who you are.
The rise and shine of consumer market
And then the second tricky point. You’re probably trained to think that you need a logo only if you’re going directly to the consumer, so that the client can choose you among a plethora of others. AAARGH! Wrong. Or better said, yes, but just until the late ‘60s. In fact, back then the great industrial companies were using different logos to clothe practically identical products. Or, to infuse “something” into implicitly useless ones. What’s the difference between a logo and a trademark? None. A logo is a trademark and a trademark is a logo (only thing the logo is usually better designed).
As we said, we are trained to think that “B2Bs companies don’t need logos”. That would be equivalent to say that B2Bs companies don’t need quality, or fair employee treatment, or sustainable resources. We are used to thinking about the “emotional” B2C consumer market, and the “rational” B2B business market. Ermh, sorry to tell you, but still buyers are people. Influenced by irrational factors: prestige, emulation, affection, attraction. All the things that converge and are widely expressed into your communication materials and tools.
Do you really think your B2B doesn’t need all of that?
We really don’t want to talk about the global economic situation or the rise of Asian production, we are highly unqualified to do that. We deal with small, elusive clues, and “qualitative” is what we trust. We decided to write this “J’Accuse” (yes, we know we’ve been a little harsh at some point) to give you a glimpse of what’s changing. The border is fading. Strictly B2B and strictly B2C are still majoritarian business models, yes, but are increasingly losing points against hybrid ones. Don’t let the tide surprise you. Act first. Claim your place in the world. In the world-wide world.
To be a brand, you gotta have something to say. And if you don’t know what to say… You better get started fast. The border is fading… and if you don’t know what to say…
