Topic: Building and Maintaining Your B2B Brand in a Competitive Market - Creating a distinctive and meaningful brand for a competitive advantage - Adapting to the ever-changing bank advertising landscape - Getting the most out of your B2B media - Embedding content into your DNA and why it’s so important

1. Rupert Bedell
B2B Marketing within Financial Services

2. B2B Brand
Healthcheck
Rupert Bedell
Marketing Director
Commercial & Corporate
Royal Bank of Scotland

4. 1. Setting up your brand

5. 2. Media strategy

6. Purchase Ladder
Advocate
Preference
Consideration
Knowledge
Association
Awareness

7. 3. Sponsorships

8. Five Golden Rules of Sponsorships
Brand
Customer
Staff
Business Development
Community

9. 4. Navigating Digital

10. Meet Mike

11. The simple truth…
More Leads

12. Skin in the game

13. 5. B2B Connecting

14. Roundtable Question
If you could improve or introduce one thing into your organisation, what
would it be, and why?
B2B Marketing within Financial Services