Brand or demand? That’s been the apparently eternal question facing B2B marketers. Most aspire to focusing on the brand, understanding that it will drive long term value, but too often get pushed back to focus on demand, and the need to feed the sales engine.

But Covid has changed the narrative, with authenticity, honesty and purpose coming to the fore, and making bullshit increasingly easy to spot. So is this a short term blip, or a fundamental shift in priorities and understanding? And what can marketers do to seize the brand agenda and finally make it their own?

In this session, we’ll speak to three leading marketers about how Covid changed their brand challenge, how they grasped the opportunity, and what they learned along the way.

In this panel discussion we will be discussing:

• How to make your brand fit for the post-COVID world

• How to manage or set expectations about the brand

• Setting the right tone with your brand messaging

• How to make this the start of a lasting focus on brand