B2B does not know enough about distinctive brand assets.
There, I said it.
In consumer marketing, distinctive brand assets are treated like currency. The colour red? Coke. A swoosh? Nike. Three notes of sound? Intel. Those assets build memory structures, make brands instantly recognisable, and drive long-term growth.
In B2B? Most brands barely scratch the surface. They change logos every few years. Their tone of voice is inconsistent. Campaigns look like they were designed in isolation. And then they wonder why nothing sticks.
Distinctive brand assets in B2B aren’t “nice to haves” — they’re the shortcut to trust. When a CFO, CTO, or Head of Ops is under pressure, they’re not scrolling through your latest case study. They’re reaching for the brand they know, recall, and feel safe choosing.
B2B marketers: stop treating DBAs like a consumer-only luxury. Start codifying them, protecting them, and investing in them.
Because the next wave of B2B winners will be the ones who stop acting like suppliers — and start acting like brands.
Creative Credit : WYS communications