Helping B2B brands become more memorable and more meaningful, so they're chosen more often

The central premise: human nature hasn’t changed

The world around us may be evolving at breakneck speed, but we’re the same emotionally-led beings we’ve always been – illogical, irrational, contradictory, curious, fallible, and imperfect.

When we look at B2B brand building through this lens, that’s when the real magic happens.

It’s a noisy world and our attention is at a premium

In B2B, just 5% of potential buyers are actually ready to buy at any given time.* So any brand that wants to get ahead and stay ahead needs to be remembered. There’s a stand-out opportunity in remembering that we’re always talking to people.

For brands who embrace this simple idea, there’s no limit to what they can achieve.

*Source B2B Institute

What does this mean for my brand?

In the fiercely competitive world of B2B, there’s little to separate brands at a product or service level. ‘Business’ too often equals corporate, rational and soulless.

By embracing your brand’s human side, you can improve sales, reduce price sensitivity, increase loyalty and ultimately put your business in a more defendable position.

The four principles Brand healthcheck