LinkedIn puts the science behind the B2B brand argument; brands offer proof

Describes research and perspectives on brand activity for business-focused companies with strategies to sell the ideas internally and examples of non-endemic strategies.

Business prefers maths over magic.

Yet to non-marketers, people who talk about brands can sound like astrologers. We continue to argue about what, exactly, a brand is. The word has multiple uses and meanings. You could say that this vagueness helped fuel the rise of performance marketing: a kind of data-rich, conversion-focused (and bought) advertising technique that has reshaped the advertising ecosystem.

Performance marketers make their work sound like science, explained Peter Weinberg, who is the Global Head of Development at LinkedIn’s B2B Institute, speaking on the WARC stage at the Cannes Lions International Festival of Creativity (June 2022). But...

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