B2B brand building lessons learnt when things didn’t go to plan
Five B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
Throughout our mini-series on B2B brand building, five of the UK’s top marketers have revealed how they have helped to build some of the best-known and most respected brands in the B2B space.
So far, these brand stewards have shared their approach to brand diagnosis and positioning, developing brand assets and tone of voice, and utilising research and category entry points. But often, the most important lessons are more about mindset than craft; sometimes, they’re learned through failure rather than success.
In the last instalment in the series, marketers from KPMG, RS Group, Vodafone Business, EY and QuickBooks share the most meaningful lessons they’ve learned through their experience building influential B2B brands.
