Why B2B Buyers Crave Cool, Too

If your brand doesn’t spark a feeling, it’s already forgettable. In a world where every product looks the same, the only thing that truly sells is vibe.

B2B marketing is broken. Everyone’s selling the same tools with the same bland copy—and in the AI era, product parity is only getting worse. So how do you stand out when sameness is the default? You build a brand people actually feel something about. In this episode, Kevin Branscum, VP of Brand Marketing at Typeform, breaks down how to inject personality, culture, and staying power into your B2B brand.

We also discuss:

• Why most B2B brands sound like AI wrote them—and how to sound human again
• How to borrow from the playbooks of fashion and luxury to build worlds, not just marketing campaigns
• How to think beyond spreadsheets and bring real people—your customers and their customers—into the heart of your marketing