A new book–“The People Powered Brand: A Blueprint for B2B Brand and Culture Transformation”– by Chris Wirthwein and Joe Bannon, focuses on the role of people in building and sustaining a business-to-business (B2B) brand.

Drawing upon a combined 60 years of B2B branding experience, the authors provide a method for helping senior leaders take their brand to the next level. The book uses a conversational format to provide actionable brand insights senior leaders can apply in their B2B organization. Readers learn the five foundations of a people powered brand, how to maximize their owned, earned and paid media, and how to engage employees’ hearts, minds and behaviors through brand enrollment and alignment. Throughout the book, the reader is reminded that unlike consumer goods and services, B2B brands must take a vastly different approach. That’s because the process of buying and selling B2B brands always involves people.

“The authors clearly illustrate the vast deficit in wisdom about how to brand B2B companies. This book is a marketer’s dream . . . high concepts and step-by-step instructions on how to grow your business,” said Bill Caskey, host of “The Advanced Selling Podcast”.

Drawing upon examples from the authors’ B2B branding experiences, the book explains how marketers can uncover and interpret insights about their brand. Armed with these insights, readers learn step-by-step guidelines for envisioning the desired brand, building a brand prototype, communicating the brand and sustaining it through effective stewardship.

“The People Powered Brand is a significant contribution to the field of branding. Chris and Joe correctly point out that applying consumer product branding concepts to the B2B segment is fundamentally flawed,” said Jean-Marc Choukroun, affiliated faculty member, Wharton School of The University of Pennsylvania; adjunct faculty member, Drexel University; and managing director, Park/Mathieson Group, Inc.

The People Powered Brand is Wirthwein’s third book, and his first title to include a co-author. Joe Brannon brings the voice of a veteran brand strategist for a Fortune 100 company to the conversation. Together, they provide an internal and external voice for how B2B businesses can transform their brand through the power of people. The People Powered Brand is available for purchase at Paramountbooks.com and Amazon.com. Reviews, images, and information about the authors are available at www.peoplepoweredbrand.com.