Once purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
This year’s Kantar BrandZ Top 100 ranking of the world’s most valuable brands was notable for its inclusion of more B2B organisations.
Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
Amazon tops Kantar BrandZ’s list of the world’s 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.
The road to growth in B2B starts with understanding that irrespective of size or positioning, a brand’s main competition are the biggest brands in its category, as shown by a major new study from the Ehrenberg-Bass Institute.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Coca-Cola bringing back its much-lauded ‘Share a Coke’ campaign, to the rise and rise of Bluey, it’s been a busy week. Here is my take.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.