True Story Insights
Brand Thinking for a Changing World
Ideas and practical perspectives on brand strategy, positioning, leadership and growth. Exploring the questions founders and leadership teams face as businesses evolve, priorities shift and brands need to work harder.
The Changing Commercial Role of Brand: Why Brand Is a Competitive Advantage in B2B
As products become easier to compare and competitors sound increasingly similar, brand is taking on a new commercial role. This article explores why competitive advantage is shifting beyond product alone, and why the strongest B2B brands are becoming easier to trust, recommend and choose.
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Melissa