How can you contribute to brand growth and trust when you’re planning your next product launch or segment campaign? How can you connect an individual customer under your watch to the inspiring purpose and promise of your company brand, to make them think differently, to make them care? Here are some practical ideas which may help, and I’d be fascinated to hear yours as well.

Therapy? As a metaphor for B2B cybersecurity support? Here’s what inspired this campaign for ABB – and how it helped reassure customers about a tricky issue.

Asset performance management (APM) was ABB’s best-kept secret. Our client had a strong solution, which drew on the biggest industrial dataset in the world. But they weren’t getting much traction with potential customers. We needed to work out why. And change it.

Imagine if you could be a fly on the wall, when your audience moans about your competitor’s product. Or if you could listen, when a potential customer shares advice about which brands to buy – and why.

The youth of yesterday are the leaders of today. What does that mean for B2B?

You’ve probably read ten predictions posts already. We’ve read a fair few ourselves. And, of course, there’s not a single ‘2025 trends’ piece that doesn’t mention artificial intelligence (AI). With that in mind, this blog is not a trends piece. It’s a wish list. And although we can do more things now in the era of AI, there are other things we should put more time into – and care more about. In this artificial era, more than ever.

How could we educate operations managers and build belief in ABB’s ability to make digitalisation practical, and simple?

AI can be an incredible tool. But while some of us might be smitten with the power of AI, our planet isn't.