For several years Tom Repp has been a fan of Don Schultz (Professor Emeritus, Northwestern University and considered the “Father of Integrated Marketing”) and many of his writings about brand communications and particularly Don’s approach to integrated marketing (Integrated Marketing Communications: Putting it Together and Making It Work). Reading this book changed Tom Repp’s approach to B-to-B and industrial marketing and it was truly a pleasure for Tom to hear Mr. Schultz speak at Western Michigan University’s Fetzer Center which was sponsored by the Southwest Michigan chapter of the American Marketing Association

Mr. Schultz makes a very strong and well-supported argument that 60% of a companies’ value is in its brand. Mr. Schultz emphasized that this is the cast not just for business-to-consumer but business-to-business.  Yet many industrial companies simply manage their tangible assets and totally ignore their most valuable intangible asset…their brand.

“Your brand is your future…it has to be invested in accordingly”, Don Schultz

At Market Pipeline we have a passion for helping industrial companies harness the web to promote their brand.  Search and many web-based tools now make this task easier and it was reassuring to hear Mr. Schulz validate Market Pipeline’s approach to industrial marketing.