B2B marketing: Prototype the brand idea

This article discusses the challenge business to business (B2B) brands face in delivering their brand promise as this is dependent on staff on the front line, and proposes 'prototyping' brands as a solution.

B2B marketing: Prototype the brand idea

Allen AdamsonLandor Associates

The traditional linear brand-building process should be ditched and B2B marketers should learn from software firms and use prototyping for brands.

To say the marketplace, across every category, is hyper-cluttered and hyper-competitive is an understatement. If you can identify something your customers, or potential customers, need and will find useful, don't think your competitors are resting on their laurels. First-mover advantage has never been more difficult to achieve.

As if certainty and speed weren't enough for marketers to grapple with, there is the branding itself. Consumers interact with brands and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands