How to handle your catalog’s midlife crisis

By Sarah Fletcher

The more you know about your customer the better. B-to-B companies need to focus more on the attributes of the companies they’re selling to and less on the personal attributes of the people who make the purchases.

2. Don’t try to be something that you aren’t.
Every catalog has things it does better than the competition — namely, key brand attributes. With this in mind, define your key brand attributes, and showcase them. If you got it, flaunt it!