The value and importance of brand in B2B has never been more important than it is now – and its importance will only grow. Increasingly, B2B customers have the same or even greater expectations of the brands they do business with as consumer do. At Salesforce, values very much drive brand marketing, both internally and externally. The “Team Earth” Super Bowl spot starring Matthew McConaughey reflected a core Salesforce value that business should be a platform for change. The creatures and characters in the acclaimed “We Bring Companies and Customers Together” campaign reflect the company’s commitment to sustainability. But for Salesforce, doing good equates to doing well. The net result? Salesforce is now a top 10 global B2B brand. Explore more with Jo Pettifer.