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BRANDING: Learning from the blue-chip B2B brands

How to make your B2B brand a household name

Coca-Cola. Nike. Virgin. Think of a brand and names like these instantly spring to mind. Our B2B clients often start by listing consumer brands when they describe what they want to achieve.

Comparing business and consumer brands can be misleading. Of course there are similarities, but there are also big differences. Consumer branding is often about creating a myth to differentiate more or less identical products. One shampoo or soft drink is much like another. Differentiation depends on packaging, spin and plenty of gloss.