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.
Congratulations to all the winners of this year’s Marketing Week Masters awards, including Grand Prix winner Direct Line Group and Brand of the Year KFC.
With Christmas only two months away, confidence in personal finances, the wider economy and major purchase intention have all taken a “worrying” slip.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Natalie Nahai.