Why shouldnt your B2B brands be unmissable? [Video]

Iris’s Matt Gully argues that B2B is stepping out of the shadows as the lines with consumer-facing brands blur. And with that, expectations are rising. The Drum’s B2B focus explores.

More businesses are recognizing that standing out in B2B means embracing strategies that break the mold. The days of relying on predictable formulas—a logo, a tagline, and a focus on bottom-line benefits—are over. Instead, leading B2B brands are leaning into the idea that their audiences are people first, not just decision-makers in a boardroom. Plus, these brands understand that the network of stakeholders influencing decisions is expanding far beyond one or two key individuals. Their messaging needs to resonate with a wider, more diverse audience, making it more varied, accessible, and impactful.