Understanding Brand Activation in B2B and B2C Businesses
In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Simon Dodd about brand activation in companies that are both B2B and B2C.
Episode 21: Understanding Brand Activation in B2B and B2C Businesses
All marketers understand the importance of brand activation. Having a strong brand is how your company is salient in the minds of current or potential clients. However, there is a balance that must be found if a company is both B2B and B2C. Each arm of the company may need its own brand or maybe is there a unified approach? Is it hard to shape the company’s identity? And how can marketers make sense of it all?
For B2B and B2C alike, getting that mix of brand activation and product activation right and creating an emotional response is very important. Creativity in the ways you get your message across can really prompt that response.
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