How to Build a B2B Brand in 2022
Brand building for B2B has changed dramatically over the past couple of years. The old playbook of sponsorships, trade booths, SEO and banner ads become increasingly less important in a world where buying decisions are happening on social platforms and in niche-communities.
How to Create a New Category
First of all, what do we mean by "category creation"? When we talk about creation, we really mean positioning. So while HubSpot is a "marketing automation tool" (a category they did not create), they branded themselves as the inventors of inbound marketing (a category or term they did create).
The 4Cs of the Modern Brand
Branding is a competitive advantage and it's at least worth exploring how you can strengthen yours. I always look at the brand of a company like a person. Is this somebody I would like to meet or hang out with?
