Blog
How many corporate brands are part of your day? Better yet: how many of them actually make you think "wow, what an incredible company"?
Open your inbox right now. How many B2B brand emails are sitting there? More importantly: how many of them do you genuinely want to read?
In the B2B universe, there seems to be an unspoken agreement that "corporate" means "boring.”
As if delivering a memorable experience was something reserved for B2C brands alone. And so we settle for bland interfaces, robotic communications, and experiences that feel stuck in 1995.
It's curious - and concerning - how we accept such a low standard when it comes to corporate brands. We resign ourselves to websites that look like ready-made templates, presentations that seem cloned from one another, and that feeling that, well... it's B2B, what can you expect?
But why do we accept this? When did we decide that corporate brands don't need - or can't be - extraordinary?
At Pupila, we work with brands that have already realized they need to be different. They come to us because beyond being in the innovation race, they no longer want to be "just another" in the ocean of generic corporate communication.
Our multidisciplinary team has identified the main villains keeping so many B2B brands trapped in this cycle of uninspiring communication:
The habit of hiding behind business buzzwords so dense that nobody can understand what you actually do. Like using "leverage synergistic solutions" when you could just say "work together."
The fear of showing any trace of humanity, turning success stories into something as thrilling as quarterly financial reports. Because heaven forbid we admit that actual humans use our products.
The automatic reflex to be everything to everyone, ending up being memorable to no one. Like that one friend who tries to please everybody and somehow manages to disappoint everyone instead.
The terror of creating actual dialogue with your market, because it's easier to assume everything's fine than to discover your webinar is putting people to sleep faster than a meditation app.
Nobody wakes up thinking "I need an enterprise-grade solution." People wake up thinking "I need to solve this problem before it becomes a crisis."
Data doesn't lie: the traditional approach is becoming obsolete. Recent studies show that:
Humanization isn't a passing trend, but a competitive necessity.
The secret lies in understanding that B2B is H2H (Human to Human). Every decision process, no matter how corporate, is made by people. And people have fears, pressures, and aspirations.
Your emotional territory needs to go beyond features. Ask yourself: what real pain do you eliminate? What feeling should your user have? How do you transform professional lives?
A memorable visual experience isn't a luxury - it's a necessity. No more generic templates and eternal corporate blue. Your brand needs its own personality, create shareable moments, and maintain consistency from pitch to product.
LinkedIn has become the main stage for these narratives. Micro-stories in posts, in-depth articles, and consistent newsletters build authority and connection.
Use technology for intelligent personalization, contextual service, and relevant content. But keep humans at the center of strategy, relationships, and important decisions.
In 2025, success won't belong to brands with the most features or those shouting "enterprise-grade" the loudest. It will belong to those who understand that, at the end of the day, B2B is about people helping people solve real problems.
How is your brand communicating today? When was the last time someone was genuinely moved by something you did?
As we say at Pupila: you don't have to choose between being professional or memorable. The secret is being both.
Are you ready to create something people actually want to know about?
P.S.: If you made it this far without checking your email or dying of boredom, we've already proven our point about B2B content, haven't we? 😉
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All rights reserved @ 2024
All rights reserved @ 2024
