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

Sam Peña-Taylor

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...

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