The executive board meeting had gone well. Your marketing team has presented its new brand strategy and go-to-market approach. The vision was compelling, the positioning clear, and everyone seemed genuinely excited about the direction.
Then came the question that changed the tone of the room: "So how exactly are we going to make this work across our distributor network in Asia?"
In industrial b2b, brand activation is where promising strategies often meet harsh reality. It can be easy to think that it’s just about updating logos or launching new messaging. But it’s actually about transforming how your entire organisation shows up in the market.
And when you're dealing with complex channel relationships, technical stakeholders, and engineers who pride themselves on substance over style, traditional activation approaches simply don't cut it.
