Get a grip on B2B branding

This article offers pointers for getting full value from B2B brands by stemming product and service substitution, copying and commoditisation.

Get a grip on B2B branding

Brigid McMullen & Alec RattrayThe Workroom

Consumer marketers know that brand is the key influencer of customer choice, creating loyalty, attracting, motivating and retaining talent. Branding adds value by stemming product and service substitution, copying and commoditisation. Brigid McMullen and Alec Rattray offer five pointers for getting full value from B2B brands.

Great brands establish demand, achieve higher returns and make predicting future growth more likely. As a result, they are a key driver for acquisitions and sales. Everyone prefers a business or brand that is authentically different and relevant.

This...

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