Make boldness relevant to customers
Bold communications should reflect customers' needs, not simply a desire to look different. Research can inform forward-thinking messaging that connects with an audience's strategy, while creative choices can demonstrate a less conventional approach without taking the brand off course. What counts as bold will differ between organisations.
For Siemens, the challenge was to make technical reports engage both technical audiences and business leaders. An interactive web experience brought Siemens's 3D software to life through easily navigable, layered copy. Each audience could access an appropriate level of detail about the software's benefits. The format helped Siemens present itself as forward-thinking through the communication experience, not just through the technology being described.
In the 2025 Edelman–LinkedIn global study, Edelman found that 60% of hidden B2B buyers associated a unique content format and design with higher quality. The practical priority is therefore relevant creative ambition: choose a format that reveals what the organisation can do and helps customers understand its value.
Sources: How to Inspire Decision-Makers to Be Bold, The problem with playing it safe