TheB?BInstitute2030B2BTRENDSContrarian ldeas ForThe Next DecadeLinked in lable or ContentsFOREWORD:MARKETINGASAMINDSETIdABOUITTHFAUITHORSINTRODUCINGOUR2030B2BTRENDS07TENAFONBRANOTREND01Brand Benefit