In this enlightening episode, Henrik Petersen a fractional CMO who has over 20 years of experience in B2B marketing for software companies such as Zendesk and Microsoft, delves deep into the pivotal role of marketing in sculpting a company's brand. He emphasizes the transformative power of a 'Love Brand' and the unparalleled value it brings to businesses in the digital era. Using vivid examples, Henrik deciphers the nuances of brand perception and the factors that drive consumers towards familiar names. Discussing the barriers many companies face, Henrik pinpoints brand awareness as a chief challenge. He sheds light on the importance of brand investments, highlighting scenarios where consumers gravitate towards brands they recognize and trust. Drawing from specific examples like 'shield logistics', he elucidates the psyche of B2B buyers and the inclination to favor known brands. As the conversation progresses, Henrik confronts the dilemmas brand marketers face, especially when resources are scarce. For smaller brands, he underscores the delicate balancing act of managing budget constraints while striving for impactful brand presence. Through candid revelations, Henrik offers a fresh perspective on brand marketing in today's competitive landscape. In today's episode, we discuss : - Introduction - Business owners' views on marketing - Grow business revenue & margin with marketing - Branding increases the margins of the business - Convince stakeholders to invest in marketing via the sales funnel - When and how to invest in brand building - First step in brand building is to identify growth barriers - Physical availability of products - How advertising works - Advertising creates brand memories - Ways to justify marketing investment with CEO & CFO - Marketing with a limited budget - Don't keep changing your brand messaging - Associate your brand with a specific job to be done - Case study of Salesforce - Build long-term growth by marketing to non-consumers - Understanding customers who are in-market and out-of-market - Secret to Brand Growth? Mental and Physical Availability - Physical availability Tune in for an episode brimming with insights, real-world examples, and actionable strategies for businesses of all sizes.