Many B2B companies see themselves as a different animal than consumer-facing brands. But they’re not.

B2B rules are changing, lines are blurring, and the business models that once fueled B2B growth are no longer producing the same results. With a primary focus on selling to intermediary customers, many have lost touch with the end-user, which can lead to commoditization.

The solution? Evolve to a B2B4C model, which emphasizes a healthy obsessions with the market and end-users. Read more on pages 52-55 in the newest issue of Brand Quarterly.