Brand in B2B: how is trust built in long decision processes?
In B2B sales, a brand is more than a logo and slogan: it is a consistent experience that reduces the decision-maker's risk. How does trust build up?
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Short notes on marketing, brand and communication, drawn from my work with organisations, my reading and my observations.
Value proposition first: talking about how before knowing what to say
The question to ask before decisions about channels and campaigns: what are we going to say? What is a value proposition, and how can you test it?
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Why do sales and marketing teams see the same customer differently?
Sales and marketing talk about the same customer but see them from different places. The way to bring the two views together: a shared customer journey.
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Does every brand need a purpose?
When it is real, brand purpose is a powerful compass; when it stays on paper, it damages trust. Every brand first needs a clear promise it can keep.
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Building one corporate narrative for a multi-company group
How does a group with companies in different sectors tell one story? A layered message architecture balances each identity with a shared roof.
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The power of storytelling in communication
Storytelling in marketing and coaching: why do stories carry more lasting and effective messages?
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The world of marketing and coaching
Drawing on LinkedIn and Ipsos's 2024 B2B marketing report: the competencies sought in B2B marketers, and coaching in leadership development.
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