Early in the book Kotler and Pfoertsch introduce their Guiding Principals concept: a path you must follow for brand success. The first decision - whether to brand or not to brand. The authors don't pull any punches in taking on this issue claiming "most B2B companies share a modest growth rate throughout their whole lifetime." Their indictment about why these companies do not achieve "acceleration" (successful growth) rests squarely on management not embracing brand management leadership. The authors praise companies like Microsoft and Intel "for having the guts" to buy into the idea (branding)". They lament,  "Unfortunately, this (brand leadership from (top management ) doesn't happen often enough in B2B companies." Ouch! Tough Love. You should read it. More importantly, your CEO should read it. I can't think of a better Christmas present.