GE. McKinsey. CSL. Atlassian. All great brands in the eyes of Tim Riches, our Group Strategy Director.

In this discussion he argues that while they’re not always first to mind, the best B2B brands are as valuable as any that are engaging directly with consumers.

But what defines a valuable B2B brand? What’s in the kit of parts that goes into making one? And how do you stand out when airports around the nation are wallpapered in advertising for B2B brands most people won’t recognise.

Listen in as Tim gives his perspective on how to use brand to build long-term value in the B2B environment.