It’s safe to say that ‘brand’ was never front and centre for B2B brands. For decades, B2B business was based on the protocols of relationships and the niceties of reputations. And the branding reflected this. Straight from the committee of men in navy suits all of whom thought “personality” was a sackable offence. Corporate blue websites with stock photos of fixed-grin people pointing at graphs. It was as if the entire industry had gone to a mass photocopier and said, “Yes, copy that please.”
It was a world lacking in attitude, wit and personality – all the things that are vital for cut-through, distinctiveness, memorability and emotion. Those things were found in the fluffy world of B2C world of chocolate bars and soap suds.
But, thankfully, B2B is finally moving in a new, fresher direction.
The new reality
So how has this bolder direction come about? Well, it’s centred on the fact that B2B’s buying culture has shifted considerably. We are now seeing:
- A change in buyer demographics
Here’s a fact for you – 7 out of 10 B2B buyers are Gen Z/millennials.
- A change in working culture
This has loosened up – from the ties to the presentations.
- A change in the crossover between B2B and B2C
Take a brand like Mailchimp – acting more like a B2C brand, it’s often hailed as a category standout. With an increasing overlap between B2B and B2C, classic B2B brands are now having to compete with brands that look and act like their frothier friends.
Make your move
This offers huge opportunities to those brave and ambitious enough to break out of the mould. And we know that it’s needed more than ever. Why?
- B2B categories are increasingly crowded, making it harder for brands to stand out.
- Complex products often have nuanced value that’s difficult to communicate clearly.
- Attracting and energizing top talent is critical to sustaining growth.
- AI is reshaping the business landscape at unprecedented speed.
- Buyer expectations are evolving constantly, demanding greater agility from brands.
- New challengers with high-quality, fairly priced offerings are disrupting established players.
But perhaps (and despite this oncoming storm), you’re still feeling a little sceptical about brand? Your business is performing well. The emails roll in. The contracts get signed. We say, be complacent at your peril. Brand is the one thing you’ve get left in your arsenal to make your move with. Brand is your last legal advantage to win the fight.
Creativity is a commercial weapon
B2B had a real ‘moment’ at Cannes this year. B2B’s long-standing siloed approach – where brand and demand are disconnected from strategy, activation and measurement – no longer cuts it. Creativity isn’t about whimsy; it’s a finely tuned operation. As Sir John Hegarty said, “Creativity is not decoration. It’s a business tool. It must do three things: Get noticed. Move to people to act. Create empathy.” The Creative B2B Lions Grand Prix 2025 winner, GoDaddy, did just that. It succeeded not through product messaging or rational arguments, but through what Jury President, Wendy Walker, called “creative boldness built from universal human insight.”
The work that wins now is work that’s brave enough to challenge category conventions, is grounded in human insight, and is delivered with emotional depth. Incremental won’t cut it. The businesses that win now are the ones that are brave enough to do all of this through brand.
A boardroom priority
According to Brand Finance, the world’s top B2B brands saw a 10% year-on-year growth in brand value in 2024. A clear signal that smart, innovative brand-building is becoming a boardroom priority for all.
This means “brand” can’t just be a logo and manifesto that sits in a drawer. It must operate as a full-funnel growth engine — from sparking awareness, to shaping consideration, to creating that final “yes, this feels right” moment of buyability. Done right, brand doesn’t just support demand generation; it multiplies it. It’s the silent force that makes every meeting easier, every pitch shorter, every deal more winnable.
Here’s the kicker – either you make your move, or one of your competitors or a new entrant will. The global business leaders we work with constantly see good quality and reasonable challenger brands emerging from Turkey, China and other developing nations. So, no matter how far from the world of brand you feel your business might be, the imperative is clear. What’s more, the earlier you do it, the more you can own that core idea and the codes in your space.
Rally the troops
The old corporate rules of B2B branding are gone. In their place is a new era – dynamic, expressive and personality-packed. In a world with fewer boundaries, memorability, distinctiveness and cut-through are all up for grabs. The brands that recognize this – and act on it – will seize the first-mover advantage. So, the only question is: who’s bold enough to win?