The way for companies to think about MKT strategy has also continuously changed with the real situation. Traditionally, marketing was taught as the 4Ps on the left: Product: What are we selling? Price: How much does it cost? Place: Where do we sell it? Promotion: How do we promote it?This framework focuses on the product. But today, with the rise of channels and choices for customers, we need to shift our mindset. So 4Cs have been widely applied, which are more customer-centric:Customer wants and needs instead of Product Cost to satisfy instead of Price Convenience to buy instead of Place Communication instead of Promotion This shift helps us remember: we are not the center — the customer is.However, if we target B2B clients, do we also need marketing? Or how do they think of the value of the brand? Let me ask you — when you are making a big purchase, like selecting many equipment, would you go with a company you have never heard of, even if it is cheaper? Probably not.According to the research of McKinsey and MCM, B2B clients choose a stronger brand based on three key reasons: Lower procurement risk—Choosing a known brand means fewer chances of something going wrong.Information Efficiency—It is always easier to find a more famous brand, rather than checking all the brands one by one. Brand Premium—A strong brand gives its project more credibility and visibility. So, for our clients, branding is related to the business decision that protects them and adds value.Now let’s flip the view, look at what a brand brings to a company. There are four key advantages: First, it gives us pricing power. Strong brands can charge more because people believe in the value behind them.Second, it boosts social value. A brand with a good reputation helps us attract investors, talents, and partnerships, beneficial for long-term potential. Third, it builds user loyalty. When clients trust you, they do not switch easily. That loyalty creates a sense of brand belonging and stability.And fourth, it strengthens our ability to handle crises. If something goes wrong — a product issue, a delay — a strong brand can receive more tolerance and patience. A strong brand multiplies our impact. It is not just about awareness but long-term business advantage.