As B2B organizations rewrite their marketing playbooks, many are doubling down on brand. While some believe that requires getting into the core of the business and revisiting brand values and mission statements, others believe brand merely reflects how tactics are deployed through voice, tone/style and creative guidelines.
But with brand coming into the spotlight as a key investment in 2021, it’s time for leaders to level set and determine what brand really means in B2B. During this panel discussion with two brand directors, we answer some key questions, including:
• What does a head of brand really do?
• What does brand encompass and who plays a role in implementing it?
• What role will it play in 2021 and beyond?
• What strategic questions will B2B firms need to ask to assess and refine their brand effectively?