Dogged for decades by a reputation for being the boring cousin of the shiny B2C brands, businesses are flipping this narrative on its head to prove B2B is a career destination of choice.
The lines between B2B and B2C are blurring as marketers continue to ‘cross the floor’ and cherry pick the best attributes from both sides.
B2B marketers stand to reap serious gains if they are prepared to put their energy and focus into creativity and long-term brand building.
As the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
Her departure has prompted the airline to restructure its board so that marketing, customer, digital and insight will now report into EasyJet’s chief commercial officer.
As the travel industry faces a crisis amid closed borders and grounded flights, Skyscanner is using its marketing to offer people hope and build trust in the brand.
As we look to a future when the Covid-19 crisis has abated, brands have the power to unite us, inspire us and forge a new way forward if they are willing to try.