Brand Perception and Creative Campaigns

Something strange is happening in B2B buying. Deals are being won and lost before sales calls even happen. Not because of features. Not because of price. But because of something most B2B companies barely think about. Dentsu's massive 2024 B2B buyer study - over 14,000 interviews - reveals a shift that's rewriting the rules of how enterprise software gets purchased. And most companies are completely unprepared for it. The shift? Brand marketing now drives more revenue than most companies realize. And the ROI is measurable, predictable, and massive. B2B buyers only evaluate 2-5 vendors on average, according to TrustRadius's 2024 B2B Buying Disconnect Report. That's it. Once you make that shortlist, you have a 71% chance the buyer sticks with their initial favorite. The entire "evaluation process" often just validates a choice they've already made. But here's the ROI kicker: TrustRadius found 78% of buyers select products they've heard of before starting their research. Forrester's Business Trust survey found 77% of purchase influencers consider a vendor's brand awareness as a key factor in whether they trust that organization. The revenue impact? Forrester found 83% of B2B influencers who trust a supplier plan to continue doing business with them. That's not just win rate - that's lifetime value. The LinkedIn B2B Institute and Ipsos research confirms the pricing power: buyers explicitly state they'll pay premiums for trusted brands because it mitigates risk in complex B2B deals. Brand marketing doesn't just win deals. It wins them at higher prices with better retention. Brand marketing isn't a cost center - it's a revenue multiplier. When 78% of buyers choose from brands they already know, awareness directly equals pipeline. Yet only ~30% of B2B marketing budgets go to brand. We're investing backwards. Meanwhile, 68% of buyers say all vendors sound identical (Dentsu). And every $1 cut from brand investment costs $1.85 to rebuild (BCG). Smart companies track brand perception religiously. They know which buying situations trigger their brand. They measure if messages actually change perception. But 79% of CFOs see no clear metrics connecting brand to revenue. Because most companies guess instead of measure. You should do brand tracking at minimum once a year. You can run one with Wynter and gets results in 2 days https://lnkd.in/dV2umFPy

If you think branding is just for B2C, you’ve already lost. Branding in B2B is more important than ever. Here’s why: B2B marketing used to be about logic. Facts, figures, rational decisions. Creativity? That was B2C territory. But in 2025, the rules have changed. B2B and B2C buyers are the same humans. Closer than ever. Emotions drive them first. Logic comes after. Which is why brand is now the most valuable asset in your business. According to Marketing Week, the shift is clear: In 2021, lead generation ranked 3rd among B2B priorities. By 2024, it dropped to 7th. Brand awareness? Shot up from 6th to 1st. For years, B2B companies became addicted to short-term lead gen and product-first messaging. But when everyone’s offer looks and sounds the same, the real edge isn’t what you sell. It’s how you make people feel. In other words: B R A N D. - Why Brand Wins Over Product - IBM still wins against cheaper rivals? Trust. - Salesforce dominates CRM? Familiarity. Why do people pick one car over another with identical features? You know the answer: brand. Branding isn’t about logos or colours. It’s about credibility, trust, and being remembered when it counts. Why B2B branding matters more than ever then? 1. Reduces perceived risk — buyers feel safer. 2. Shortens sales cycles — less convincing needed. 3. Attracts top talent — people want to work for admired brands. 4. Creates pricing power — stronger brands charge more. 5. Future-proofs your business — products get copied. Brands don’t. Here's how in 4 simple steps: 1: Move from product to purpose. Stop marketing what you do. Start showing why it matters. IBM helps build smarter businesses. HubSpot helps people grow better. Your purpose should be the engine behind everything. 2: Tell stories, not specs. People remember emotions, not features. Use case studies, customer journeys, and founder stories to connect. 3: Invest in distinctiveness. Logos, colours, taglines, jingles... Own visual and emotional space. Think Salesforce’s blue, Slack’s hashtag, AWS’s orange. 4: Play the long game. Brand building isn’t about fast wins. Top-of-funnel activities now outperform performance spend, with 51% of CMO budgets backing it (Marketing Week). If branding is still an afterthought in your B2B strategy, it won’t be long before you fade into the background. Because today in business, the best product doesn’t always win. The best brand does.

21,000 creators. 14.5 million consumers. The next big thing in e-commerce isn’t ads—it’s content. I’ve spent 6+ years in influencer marketing, helping brands scale with the right creators. I’ve worked with hundreds of brands and seen influencer trends come and go. But here’s what never changes—the power of relatable, everyday creators. That’s why Meesho’s Creator Club excites me. Not because it’s another creator platform, but because it taps into a completely different kind of influencer—one that most brands overlook. Who are these creators? ✅ A Marathi vlogger from Kolhapur reviewing budget-friendly fashion hauls. ✅ A Kannada-speaking mom sharing home remedies passed down through generations. ✅ A West Bengal-based small business owner showcasing handmade sarees to a niche but highly engaged audience. These aren’t your glamorous, metro-based influencers with aesthetic feeds. But they sell. Take Lucknow’s Nidhi Pandey—she started by reviewing a simple kitchen chopper. Today, she earns ₹5L+ per month by building trust and selling through content. Multiply that by 21,000 creators already on Meesho, and you see the massive shift happening. What does this mean for brands? 1️⃣ The future of influencer marketing isn’t about big creators—it’s about relatable ones. Big influencers still work, but they are expensive and have lower trust levels. Consumers now want real people recommending products. 2️⃣ Regional content is the next goldmine. English-speaking influencers dominate brand campaigns, but what about the hundreds of millions who consume content in Hindi, Tamil, Telugu, and Marathi? These audiences convert better because they relate more. 3️⃣ Content is the new commerce. With no ad fatigue and more trust, content-led selling is outperforming traditional ads. People don’t want to be sold to—they want to buy from people they trust. Why does this excite me at LetsInfluence? At Letsinfluence.io | Influencer Marketing Agency, we’ve always believed in performance-driven influencer marketing. ▪️ We don’t chase vanity metrics. We find creators who drive conversions. ▪️ We’ve worked with brands that cracked regional influencer strategies before they were a trend. ▪️ We know that UGC, nano, and regional creators will define the future of social commerce. Meesho’s Creator Club is not for T1/T2 influencers, but it’s a game-changer for hyper-local creators. And if brands don’t start looking beyond the obvious, they’ll miss out on the biggest e-commerce shift in India. What do you think—can micro & regional creators change the game for e-commerce? Drop your thoughts.   #InfluencerMarketing #ContentCommerce #UGC #MarketingTrends #LetsInfluence

We talk a lot about how brands can connect to women. But here’s where I think the conversation goes wrong: Women are not one group of like-minded consumers. The category of “women” comprises 4 billion people with different preferences, professions, purchasing habits, and personal lives. So how can brands connect with women? Authenticity. I'm talking about the kind of authenticity that comes from truly understanding, representing, and serving the people your brand reaches. Why does this matter? Let's look at the numbers first:  • Women are overseeing $32 trillion in spending globally.  • By 2028, 75% of discretionary spending will be controlled by women. These aren't just statistics—they're a wake-up call for brands trying to connect with women. Brands historically miss the mark when they focus on women as "consumers," rather than as people. Take Dove's work with the CROWN Act, a movement and legislation aimed at prohibiting race-based hair discrimination in workplaces and schools. By bringing attention to how women of color—particularly Black women—have historically been told how to wear their hair at work, Dove drove meaningful change that extended far beyond marketing. The result for Dove (and its parent company Unilever) hasn't just been products sold, but actual legislative change—all because they stood for something that impacts the day-to-day life of their consumers. The key to the consumer paradigm: You cannot effectively serve women if you don't represent them at every level of your organization. Women continue to hold relatively few leadership positions in industries primarily serving women. The fashion and beauty industries, for example, are dominated by male leadership. When brands get it right, it shows. A few examples? FERRAGAMO appointed a female CEO back in 1960—long before it was trending—and that commitment to women in leadership has been woven into their DNA ever since. It’s not a campaign. It’s who they are. Or formula company Bobbie, which doesn’t just have consumers, they have devoted brand ambassadors, families, and loyal subscribers. True representation isn't about optics—it's about women making decisions at all levels—from product development to marketing to the C-suite. Maybe we need to retire the word "consumer" altogether. Because if we're talking about real, authentic connections, shouldn't we instead be focusing on people as human beings. It's no longer about thinking what you “should” create to get them to buy—it's about genuinely making that woman’s life better because you know exactly who she is. And your company’s leadership reflects that. 

3 out of 4 marketers I talk to, want newer channels to reach out to their audience. If you’re also looking to diversify your marketing strategy, this post is for you! One platform that we have started doing a lot more experiments with is ShareChat & Moj. Short-form videos have become a part of everyday life, and it’s fascinating how much regional creators and content have taken center stage in this space.  I recently read the Short Form Big Impact - Festive Blueprint, a report by ShareChat & Moj for Business, and it really drives home how big this shift has been. What’s particularly striking is the role short-form videos and regional content play in driving purchase decisions, which becomes a critical component during the festive period—a time when brands are competing for consumer attention. A few insights that stood out: ➞ 81% of Indians watch short-form videos daily ➞79% of creators see increased engagement during festive seasons ➞47% of the audience makes purchase decisions based on these videos ➞ 45% of users trust regional creators to guide their festive shopping choices ➞ 86% prefer content in their regional language, making it a key factor in building brand trust Here are a few key takeaways for brands and marketers: 📍Invest in short-form video strategy across the year. It’s no longer optional. 📍Collaborate authentically with regional creators and give them freedom. 📍Start festive campaigns early and maintain consistent engagement. 📍Prioritize regional language content for trust and relatability. 📍Balance branding with performance marketing. If you’re preparing for the festive season, this report offers valuable insights that can help you craft a more effective strategy. Find the link in the comments to download the report! #marketing #festiveseason #sales #sharechat

🚨 A Personal Stand Against Gender Bias in Advertising 🚨 I recently came across an advertisement that left me deeply concerned. The campaign, promoting a product with the statement, "Har beta banega superstar," has highlighted a troubling issue: gender bias in advertising, what about Daughters As someone who values inclusivity and equality, find such messaging not only outdated but also damaging. Here's why: 1. Exclusionary Messaging: Phrases like "Every son will become a superstar" imply that only boys have the potential for greatness. This not only excludes girls but also reinforces harmful stereotypes about gender roles and potential. 2. Reinforcing Stereotypes: Advertisements have the power to shape societal norms. By perpetuating gender biases, such campaigns contribute to a culture where certain aspirations and opportunities are deemed "off-limits" for one gender. 3. Impact on Brand Image: In today’s world, consumers are increasingly aware and critical of the values brands promote. Gender-biased messaging can damage a brand’s reputation and alienate a large segment of its audience. What Can Be Done? As brands, we need to be more conscious of the messages we send. Here’s how we can improve: Embrace Inclusivity: Craft messages that inspire and empower all genders equally. Avoid language that implies one gender is more deserving or capable than another. Challenge Stereotypes: Promote content that reflects diverse experiences and aspirations, helping to break down outdated stereotypes. Seek Diverse Perspectives: Involve diverse voices in the creation and review of marketing materials to ensure they resonate positively with all audiences. Even if the brand products or services are for only a section of society or gender the tag lines cant be so generically bias Apologize and Correct: If a campaign falls short, acknowledging the mistake and making a genuine effort to correct it can demonstrate a brand’s commitment to growth and inclusivity. A Call for Change We all have a role to play in creating a more equitable world. Let’s challenge and change the narratives that perpetuate gender bias. Brands, let’s use our platforms to inspire and uplift every individual, regardless of gender. 🔗 What are your thoughts on addressing gender bias in advertising? Share your perspectives and let’s drive meaningful change together! #GenderBias #Advertising #Inclusivity #Marketing #Branding #Equality

Indian Rural Consumption Behaviour - Decoded! The other day, my friend noticed her house help's daughter wearing surprisingly trendy clothes. Curious, she asked where she shops. The girl replied, "I wear what my favourite influencers wear." That got us thinking. After digging a bit deeper, we found something interesting: In villages and tier 4 towns, the first generation of women is getting exposed to social media. They're not just scrolling but absorbing, aspiring, and influencing. These young girls often act as fashion advisors to their mothers and even elders at home. And yet, most brands are busy targeting tier 1 and tier 2 cities, completely overlooking the massive potential in tier 3, tier 4, and rural India. Here are a few actionable strategies brands can adopt to tap into this emerging and powerful consumer base: 📌 Actionable Strategies for Brands 1. Relatable Content Create content tailored for girls aged 12–18. Focus on themes around college events, weddings and religious gatherings where new purchases are shown. Make your brand relevant at these moments. 2. Word-of-Mouth Validation Trust is everything. A local boutique owner, a respected elder, or a prior buyer carries more influence than any online review. Even if they browse online, rural buyers lean heavily on offline validation. If someone says, "This fabric is great. I've seen it myself," it seals the deal. 3. Area-Specific Groups Form WhatsApp or Facebook shopping communities at the village level. Only previous customers can invite new ones. This not only creates exclusivity but also turns early adopters into micro-influencers who can drive trust via real-life video testimonials. 4. The Silent Competitor Mentality They compare wardrobes with their city-based cousins. Brands that use lines like "As Seen in Big Cities" tend to earn higher trust. Wealthy rural women don't flaunt logos but prefer subtle, understated luxury that makes people wonder where they got that from. 5. Exclusive Invitations Implement a "By Invitation Only" shopping model. When someone has to be referred to a shop, it adds prestige and exclusivity. It becomes a flex in itself - owning something no one else has access to. Rural India is ready. The question is - are brands listening? What do you think as a brand owner or marketer? Have you explored these strategies before? Would love to hear your thoughts and experiences in the comments! #RuralIndia #Marketing #Branding #D2CBrands #RuralLife #Cities #Towns #Villages 

"Why can't we rely on sales alone?" Research from Bain & Company 81% of purchases were made of vendors that everyone or almost everyone in the Buyer Group knew on Day One. Only 4% of final purchases that were made were of vendors/products that only the expert recommenders knew. Buyer Group members will pay more for products that their colleagues already know (by a ratio of 3:1), because your colleagues knowing about a vendor makes it a less risky choice. Buyer Groups will not fight for products that their colleagues don't know, even if they think that product is better (3:1) because persuading colleagues to take a risk is more difficult than sacrificing potential functionality/quality. All other things (like price and product quality) being equal, Buyer Groups will pick a well-known product/vendor over ones that are less well-known (3:1), because less well-known vendors were harder for the group to agree on. The further away you are from technical knowledge of the product in your Buyer Group role, the more you rely on brand factors to shape your decision-making. Legal, finance, HR and Procurement, for example, have huge influence here and are much more influenced by brand than product experts and users. Brand is not just an investment in getting bought in the future. It is a form of decision-insurance and risk-mitigation that makes it one of the main reasons that products get bought right now.

"Oh, so you’re one of those women?" That’s what my client actually said when I told him I had a yoga class after work. Not joking. Not exaggerating. I wish I was. This man, who was paying me to write about women’s empowerment, looked me in the eye and judged me for wanting a life outside of his project. Let me back up. We were working on a Women’s Day campaign. The kind that talks about work-life balance. About how women should take time for themselves. About how we should "break barriers." And here I was, a woman who had delivered every milestone on time, met every deadline, and done everything as agreed. But the second I mentioned I had plans after work? The eyebrow went up. “Oh, you have a husband to get home to?” “Oh, yoga? So you’re not available after hours?” Sir, what part of our contract suggested I was ever available after hours? I didn’t miss a deadline. I didn’t delay anything. But the fact that I wasn’t willing to be "always on", especially for his project made me less dedicated in his eyes. That’s the problem with all these “women empowerment” campaigns. The messaging is great. The execution is nonexistent. Because real women’s empowerment doesn’t look like a pink Instagram post about work-life balance. It looks like a workplace where women aren’t expected to sacrifice that balance to prove their worth. You don’t get to celebrate Women’s Day and then punish women for setting boundaries. P.S. The comments are open for every time a brand has said one thing and done the exact opposite.

I hate it when executives treat "brand awareness" as a dirty word, like it's a completely useless marketing activity. Brand awareness isn’t fluff—it’s the foundation of your entire go-to-market strategy. ✅ It’s what gets you on the shortlist before anyone even starts evaluating vendors. ✅ It’s the reason some companies win deals without even being the best option. ✅ It’s the difference between chasing down prospects and having them come to you, already sold on your vision. The problem? Many executives dismiss brand awareness because it's not as easy to measure as leads or pipeline. But here’s the thing: Just because you can’t tie it directly to a deal doesn’t mean it’s not working. Think about the last time you bought something for your company. Did you Google “top 5 vendors,” evaluate every single option on the market, and let a sales team educate you? Probably not. You already had one or two companies in mind—because their brand was top of mind. That’s brand awareness doing the heavy lifting. Without it, your sales team is working twice as hard to convince buyers who don’t know or trust you. With it, buyers come to you ready to buy. Stop treating brand awareness like a nice-to-have or a cost center. It’s what fuels demand, shortens sales cycles, and builds trust with buyers. The companies that win know this—and they invest accordingly. _____ 💡 One of the best ways to drive brand awareness is with a thought leadership program. Read this LinkedIn post about how a global IT firm used thought leadership content to generate 51% more pipeline: https://lnkd.in/etsUWa9U 🎁 Want ideas & recommendations for your 2025 content strategy? Book a free content strategy audit: https://lnkd.in/eSEMsnb9