In this episode we discuss:
- Branding in the B2B space compared to B2C
- B2B brand strategy is important as an internal driver of organisations
- How are B2B brands built vs B2C brands
- The important role of people in B2B brands
- The role of brand purpose in B2B
- Marketing mix and effectiveness in B2B brands
- B2B targeting
- ‘Emotion’ in B2B marketing
- Influencing behaviour
Resources Mentioned
Prof. Byron Sharp – How Brands Grow – https://www.amazon.com.au/How-Brands-Grow-What-Marketers/dp/0195573560
Binet & Field – The Long & the Short of It – https://www.amazon.com.au/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X
Julian Cole & Mark Pollard – Live Action Strategy (Dos Toros) – https://docs.google.com/presentation/d/1vH4jnBYJNPfVQnXgydTP0ks67ITBbFUUb5nPlpR8xGU/edit?usp=sharing