What makes a B2B brand magnetic? Is it great content engagement? Lovable marketing? It may seem obvious but brands that message value generally attract customers virally. It is part of the lore in technology for example that one of the great computer engineering companies of the 20th century, Digital Equipment or DEC, lost its battle with HP, Sun, IBM an others in distributed computing because of its failure to promote the value of its solutions effectively.
Great product businesses have frequently been overtaken by competitors with inferior products but strong value-driven brand marketing when they fail to weave value into their brands.