{"id":4249848,"date":"2020-10-19T12:34:00","date_gmt":"2020-10-19T10:34:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/a-revolution-to-humanise-b2b-brands\/"},"modified":"2020-10-19T12:34:00","modified_gmt":"2020-10-19T10:34:00","slug":"a-revolution-to-humanise-b2b-brands","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/a-revolution-to-humanise-b2b-brands\/","title":{"rendered":"A revolution to humanise B2B brands"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tA revolution to humanise B2B brands\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tLizzie Powell\t\t
\n\t\tVP of Growth, Experience and Engineering\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t19 October 2020\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tA fundamental shift is occurring in business that\u2019s having profound implications for B2B brands. Despite the focus on digitalisation and the Industry 4.0 movement, we\u2019re operating in a human era, where personalised experiences are expected. Customers are demanding companies to be more transparent, empathetic, open and authentic; to be less corporate and more, well, human. We\u2019ve seen how this mentality has impacted the biggest B2C players, from Apple to Unilever, British Airways to Visa, and how they\u2019ve reshaped their brand proposition to appeal to today\u2019s consumers.\t<\/h2>\n\n\n\t\tFor B2B companies, especially those operating in sectors such as engineering, manufacturing and logistics, the concept of \u2018brand building\u2019 is often lower down on the marketing priority list. Even those who can see its potential to drive commercial value often face a series of obstacles, often stemming from a lack of stakeholder buy-in. But, with the pace of disruption in the consumer landscape starting to catch-on with large B2B organisations, those who don\u2019t start focusing on brand may lose out on loyalty. People are accustomed to personalised experiences in the B2C space and are expecting a similar \u2018human-to-human\u2019 connection in their professional business relationships. Whereas B2B sales were grounded in one-to-one, in-person connections, the pandemic has seen a seismic shift into digital commerce. And digital can be a bloody battleground for market share.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t