Nov. 24, 2020
B2B Brand Strategy: Are the rules different?
In this episode we discuss: Branding in the B2B space compared to B2C, B2B brand strategy is important as an internal driver of organisations, how are B2B brands built vs B2C brands, the important role of people in B2B brands,
In this episode we discuss:
- Branding in the B2B space compared to B2C
- B2B brand strategy is important as an internal driver of organisations
- How are B2B brands built vs B2C brands
- The important role of people in B2B brands
- The role of brand purpose in B2B
- Marketing mix and effectiveness in B2B brands
- B2B targeting
- ‘Emotion’ in B2B marketing
- Influencing behaviour
Resources Mentioned
Prof. Byron Sharp – How Brands Grow – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560
Binet & Field – The Long & the Short of It – https://www.amazon.com.au/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X
Julian Cole & Mark Pollard – Live Action Strategy (Dos Toros) – https://docs.google.com/presentation/d/1vH4jnBYJNPfVQnXgydTP0ks67ITBbFUUb5nPlpR8xGU/edit?usp=sharing