This document summarizes a presentation on unlocking the commercial value of B2B brands. It discusses how brands were once seen solely as a means to generate returns for shareholders but are now recognized as assets that can positively impact customers, employees and other stakeholders. The presentation explores ways to quantify the relationships between brand, business performance, and purpose through metrics and research. It also emphasizes the importance of defining a brand's why, how and what through statements that are simple, clear and avoid jargon. Additional topics covered include the role of emotion in B2B brands, using language and tone of voice effectively, and equipping all employees with the right tools and training to represent the brand consistently.

1. Mumbrella B2B
Marketing Summit
How to unlock
the real commercial
value in a B2B brand
5 September 2019

2. FutureBrand 2
Milton Friedman
1970

3. FutureBrand 3
Business Roundtable
1997
The principal
objective of a
business enterprise
is to generate
economic returns
to its owners.

4. FutureBrand
Business Roundtable
1997
The principal
objective of a
business enterprise
is to generate
economic returns
to its owners.
Business Roundtable
2019
We share a
fundamental
commitment to all
of our stakeholders.
Customers. Employees.
Suppliers. Communities.
Shareholders.
4

5. 5
We’re in business
to make profit but
it’s the way we do
business that
defines us.
FutureBrand

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Business
card
Business
asset
6

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How might we unlock a
brand’s commercial value?
“I undervalue things that
are harder to quantify.”
– Investments Manager

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How might we unlock a
brand’s commercial value?
“I undervalue things that
are harder to quantify.”
– Investments Manager, Financial Services

9. Buy fromWork for
9
0%
10%
20%
30%
40%
50%
60%
I would like to work for this company
26% average
0%
10%
20%
30%
40%
50%
60%
I would buy from this company
33% average
Source: FutureBrand Index, 2018
Quantifying the value of brands
FutureBrand

10. Among organisations
with high purpose
scores, there were
more than twice
as many top TSR
performers as
low performers.
– BCG, 2017
10
Quantifying the purpose-performance pay-off
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+2x
Media TSR
performance
Organisations with
low purpose scores
Bottom two quartiles of TSR performance
Organisations with
high purpose scores
Top two quartiles of TSR performance

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Quantifying the relationship between brand and business performance
Index(2014=100)
80
100
120
140
160
180
200
2014 2015 2016 2017 2018 2019
FutureBrand Index
Top 10
NASDAQ
DOW
S&P 500
FTSE 100

12. Price
Product
0% - Brand – 100%
Sales
Service
Quantifying how we make decisions
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13. Back to basics

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“Terrible elevator pitch.”
– B2B CMO, Technology
just the other day
Back to basics
FutureBrand

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“Brand is a dirty word.”
– B2B GM Marketing, Professional Services
last week
Back to basics
FutureBrand

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“We need a set of brand statements
that aren’t jargon but true – to
remove the confusion.”
– B2B Head of Marketing, Property
the week before that
Back to basics
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17. DNA
100 years
in business
B2B Professional Services brand
FutureBrand
Insight
Customer
research
B2B Property brand
Foresight
Product
roadmap
B2B Technology brand
17
Where to start

18. DNA
100 years
in business
B2B Professional Services brand
FutureBrand
Insight
Customer
research
B2B Property brand
Foresight
Product
roadmap
B2B Technology brand
18
Where to start

19. Why
FutureBrand
How What
19
Defining your brand

20. Why
FutureBrand
Hello
How
are
you?
What
20
Defining your brand

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In a world where work is a chore

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Winc feels like a breath of fresh air

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Winc feels like a breath of fresh air

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#1 A great rate that stays great
#6 13 months a year
#7 F*** fees
How to pay off your home loan faster

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What’s the role of emotion in your B2B brand?

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E.C.C.
Telling your story

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Language
is behavioural
Telling your story

30. What
does this
button
do? Our Tone of Voice
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Telling your story

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Telling your story
Photographic style (detail)
Architectural photography - detail and context

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Telling your storyTone of voice
Quick guide
6th
Floor Offices
To create the bright, user-friendly
workspace that now occupies the
sixth floor, we not only had to brave
the hideous decor, but the dangerous
substrates and structures.
Headline
A half finished story about
the state of the asset when
purchased - highlighting the
worst of the project.
Lead-in copy
Begin to tell the development
story - the how.
Body copy
The detail of what was done
to get the finished property to
the level it attained.
Leaking water pipes,
asbestos in the walls
and green carpet tiles.

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Telling your story
We transformed an uninspiring location into
a contemporary and inviting space where a
corporate clique would be happy to be seen.
Tasteful, modern amenities deliver strong first
impressions at this popular CBD address.
Greasy burgers and
vacant spaces.
127 Creek Street, Brisbane
With close proximity to the railway station and significant
foot traffic passing by, we saw great potential for 127 Creek
St makingfar better use of its prime location in Brisbane’s
CBD. With ground floor at street level, we replaced the
lastresort burger joint with a tastier alternative: a stylish,
120seat culinary offering, better suited to the discerning,
corporate clientele of the area. We then gave the address
a highquality corporate fit out, a stark contrast from its
former existence. The ground floor received a full podium
refurbishment, resurfacing public and tenancy spaces
as greener, more active areas promoting vibrancy and
dynamism for maximum tenancy yield and exposure.
The addition of a green wall and terraced stairs are just
a few of the other exciting features to surface in this new
space making the most of its convenient and strategic
location in the city. Our eye for opportunity and attention to
the finest of details has turned this building from boring to
brilliant, across all facets of its existence.
A tasteful change for the corporate crowd.
Tone of voice
Case study example

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“Everyone who has
a responsibility for
a customer works in
marketing by default.”
– Nirmalya Kumar, Marketing As Strategy
Equipping your people

37. FutureBrand 37
Tools &
Trainingnot 100pp guidelines PDF
Equipping your people

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Emotion as driver of
Customer Experience
Language as tool for
Sales Enablement
The value of brand in
Employee Engagement
Equipping your people

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Uniform Platform
39
Equipping your people

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From business card…
Brands are valuable
Emotions drive decisions
Language is behavioural
Give your people tools & training
…to business asset
Summary

41. Sydney
Royal Naval House
30-32 Grosvenor Street
Sydney
NSW 2000
futurebrand.com