Echosens ‘2.0’: Brand as the platform for innovative B2B change management

This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.

B2B undervalues the power of branding

Branding in B2B is always a challenge. Most B2B companies, even the large, established multinationals, remain product-focused, immersed in tech, engineering, sales and manufacturing. They either don’t fully understand branding, which many equate with