5 THINGS B2B GETS WRONG ABOUT BRAND

Summary from the TLDR Marketing newsletter

Many B2B brands weaken their identity by over-focusing on ROI. A common mistake is confusing product positioning with brand positioning. This results in messaging that feels like a feature list rather than an emotional or aspirational reason to care. Brands also lose strength when sales dictates messaging, when companies avoid taking a stand, or when success is measured only through short-term KPIs like clickthrough rates instead of long-term metrics such as brand awareness and sentiment.