Understanding Brand Activation in B2B and B2C Businesses, with Simon Dodd, Senior Marketing Manager at Coventry Building Society

B2B Marketing: The Provocative Truth · Dec 7, 2022 · 19m

In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Simon Dodd about brand activation in companies that are both B2B and B2C.

All marketers understand the importance of brand activation. Having a strong brand is how your company is salient in the minds of current or potential clients. However, there is a balance that must be found if a company is both B2B and B2C. Each arm of the company may need its own brand or maybe is there a unified approach? Is it hard to shape the company’s identity? And how can marketers make sense of it all?

Simon Dodd is Senior Marketing…