A Trillion Left on the Table: Brand in B2B

A trillion-dollar value gap. A C-suite that doesn’t get it. And why “brand” still feels like a dirty word in B2B. Stewart, Chris, and guest Teri Nicklin get real about why brand is misunderstood, underfunded, and harder than ever to prove. Expect honest takes, stupid questions worth asking, and a push for braver brand thinking.

You can find out more about Teri as well as Teri's LinkedIn post that kicked off this whole chat.

Good is a brand consultancy that helps complex organisations solve business problems through brand. We don’t do fluff, vanity metrics, or vague strategies. We align brand with business to drive real-world impact, building stronger positioning, clearer messaging, and better commercial outcomes.

https://goodbrandconsultants.com