Jann Schwarz is the Global Director of the B2B Institute at LinkedIn. We discuss the near-term thinking that often dominates B2B marketing and the implications for long-term brand building and value creation.About B2Branded:We&apos;re a bite-sized podcast that provides news and insights about branding and communications. The podcast is hosted by Ian Bruce.

B2Branded - The B2B Brand Podcast

Long-Term Thinking: Jann Schwarz, Global Director, B2B Institute at LinkedIn

Every month we interview brand and communications leaders from B2B organizations, as well as influencers in the agency and analyst world. We explore best practices in brand development as well as the latest news and developments impacting brand leaders. About B2Branded"Brand" is one of the most abused, overused and least understood words in the English language. Maybe we can fix that?The podcast is produced by Ian Bruce. I'm a research director at SiriusDecisions (now part of Forrester Research). I've over 25 years of experience running brand and communications for large and small B2B companies, but that doesn't make me right. Somewhere along the line I got a PhD and did a lot of research on brand development and brand effectiveness. All opinions are my own.Contact Us:Got ideas? Want to get involved? Get in touch, we'd love to hear from you!