We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.

GLOBAL 2016: Brands pushing across the border of B2C and B2B

I would contend that the division of the technology category into business-to-consumer and business-to-business brands no longer accurately reflects the industry, because most of the brands are active in both spaces. Instead, there are three divisions that matter now: devices, infrastructure, and data services. Just to illustrate with a few examples, data services would include Amazon and Facebook; infrastructure, IBM and Cisco; and devices, Apple, Samsung, and LG.
Julian Tanner
Global Technology Practice Lead
Cohn & Wolfe