Battle Royale at B2B World Fest: Is brand mightier than demand? [Video]

At B2B World Fest, brand champions squared up to demand-driven pragmatists to duke it out over which is the prime mover in B2B. For The Drum’s B2B Focus, we take a blow-by-blow look back at the bout.

In a marketing showdown that rivaled any heavyweight boxing bout, The Drum’s B2B World Fest played host to a fiery debate, the proposed motion being: ‘Brand is more important than demand in B2B.’ With marketing maestros clashing over strategy, it was a spectacle that had the audience on the edge of their seats – if not rolling in the aisles.