Whilst watching a series of ads on Channel 4 last night it dawned on me why we often, as B2B Marketers, struggle to convince others that branding and marketing is crucial for a succesful business. It's because we use the same words as people use to describe the work of our B2C cousins. When we say advertising our management colleagues envisage what they see on the TV or in the press. Direct Mail and they think of the irritating approaches from MBNA et al. Telemarketing and the remember intrusive, poorly executed calls from mobile phone operators. Branding and they picture...