Is the role of brand in B2B fundamentally changing? From corporate positioning, visual identity, websites and, yes, our beloved brand manifestos, is brand now being re-framed as a full-funnel driver of distinction, commercial impact and growth? The clear answer is yes. With brands well known to buying groups at the start of a process 20X more likely to prevail, brand’s role now is to drive mental availability, category fame, buying group consideration and buyability. From brand through demand, from greater brand valuation to higher enterprise valuation, now is the time for a new brand manifesto in B2B – a manifesto about the multidimensional effects of a strong brand.

Micky Onvural
Chief Marketing & Communications Officer
TIAA

Jane Goehring
Global Leader, Brand Marketing
McKinsey

Hugo Hensley
Valuation Director
Brand Finance

Moderator
Tom Stein
Chairman and Chief Brand Officer
Stein