Even for a B-to-B company, brand image is important.

WSJ: Seoul Semiconductor's LED-Lighted Path

The brand has maximized what B-school types refer to as WTP, or willingness to pay.

WSJ: Patagonia's Founder is America's Most Unlikely Business Guru

The city is abuzz with brand-new Bistro B, a showpiece of local and innovative culinary trends.

BBC: Qu��bec City��s hottest restaurants

Eventually the B brand might mean something to do-gooder consumers.

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