Granular brand involvement

B2B brands basically work the same way as their B2C cousins. However, there are relevant differences in the details. This discrepancy must be resolved in successful B2B brand management. The key question is: How can I meet the specific requirements of my industry and still reach the human being behind it? Today, we want to get to the bottom of this question.

The core finding of our current study was that brand management, like transformation, must be lived by top management and broken down to the individual employee. Only then can the brand unleash its full power.
In a recent article by Meier-Kartnig in marconomy, it is vividly described how a fictitious heat pump brand can position itself uniquely with plumbers through an installation help app and additional services. This is against the background that most B2B companies are far from exploiting the potential of digital transformation. This can be achieved through a differentiating brand idea that is holistically linked to the corporate strategy.
Our qualitative study also confirmed how important it is to break down processes and approaches to each individual and that granularity can develop power for the brand in this context. Find out more here.