‘There is a clear need for a new approach’: Half of B2B brands ‘lack clear identity’

A new global study has revealed a significant identity crisis in the B2B branding sector, with just 49% of Australian B2B brands managing to stand out.

More than nine-in-ten (92%) senior decision-makers insist a unified vision across branding and PR is essential, yet the majority of Australian B2B brands lack a clear identity, Berkeley Communications Group’s report finds.

The study highlighted several other important findings from Australian decision-makers.