Brand positioning and rebranding
Explore the strategic work behind clearer B2B brands, from repositioning and refreshes to purpose, messaging, identity and global alignment. This category is for marketing and business leaders navigating change, whether they need to sharpen a market role, bring a new story to life or make a growing brand easier to understand and use.
How can B2B brands reposition around sustainability without greenwashing?
How should global brands align one purpose-led story without losing local relevance?
What does it take to reposition a B2B software brand around consultative customer experience?
What messaging helps a complex technology brand become a strategic growth partner to business leaders?
How should CMOs turn a visual identity refresh into a scalable brand platform?
What makes a new reinsurance broker a credible alternative to the big two?
What does a successful brand refresh or rebrand involve?
