True Story Insights
Brand Thinking for a Changing World
Our insights explore the evolving world of brand-building, from strategy and purpose, to activation and creative storytelling. We look beyond trends to examine the behaviours, ideas and cultural shifts shaping how brands grow and communicate.
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