The growing influence of B2B brands

B2B brands may sometimes be perceived as lacking the shine and appeal of brands that are directly targeted at consumers. But it's worth reflecting how products and services, aimed at other businesses, are infiltrating the consumer psyche.Intel is a stand out example of a brand that is primarily sold to other companies. Although, with a catchy mnemonic and a distinctive identity, how many of us can say we’re not aware of it?[Hear more from B2B marketers at our one-day conference B2B Asia 2015. Join us on 20 November for a day of great presentations, case studies and sharing on the state of  B2B Marketing.]The infiltration of tech brands indirectly impacting us will only continue to grow as new tech platforms evolve. Very few people can claim they deliberately chose to install Google on a PC, but its ubiquitous presence as a web browser on most laptops demonstrates the influence it has.To a lesser extent, Brembo brakes is another B2B brand subtly swaying our decision making process. Most consumers are not overly concerned with the type of brake system installed in a car. As long as the brakes work effectively, your average Toyota, Chevrolet or Renault driver is not too fussed. But, what about the owner of a Ferrari, Lamborghini or Porsche?One only has to look at the Brembo branding boldly printed on a red brake caliper to know that when you own a car capable of reaching 0-100kmh in less than 4 seconds, pulling the car up in an even shorter period of time is high on the driver’s priority list.Shimano cogs and reels that form integral components in road bikes or fishing rods are similar to Brembo. Whilst the consumer is not directly purchasing the ‘component’ brand, its inclusion in the overall product is important to the end user.The last ten or so years have been particularly interesting for B2B brands within the aviation sector. Whilst consumers can’t afford to buy a plane from Airbus or Boeing, that doesn’t mean it is not on their mind when considering which airline to fly. Japan’s ANA (All Nippon Airlines) made a big deal of being one of the first airlines to fly Boeing Dreamliners – also known as the 787. Likewise, Singapore Airlines bought heavily into the Superjumbo (Airbus A380) when it first commenced flying in 2005. Just recently Singapore Airlines again made news by betting the future of its long haul business on the soon-to-be released Airbus A350.It is not uncommon for passengers to choose a particular route or time based on the type of aircraft that their preferred airline is using. Indeed, a robust example of a B2B brand reaching the pinnacle of consumer desirability was a supersonic airliner that British Airways and Air France both flew on cross-Atlantic flights for close to three decades. Very few people could afford to buy a Concorde, however, just about everyone wanted to say they’d flown on one! The British Airways tagline of “Arrive before you leave” made Concorde one of the most sought after B2B brands in the world.Gore-Tex is worth considering in the context of where it sits in a B2B and B2C universe. Whilst it is possible to buy ‘Gore’ branded products, the reality is that it is just like many B2B brands – a component in a larger brand ecosystem.There’s nothing wrong with this.In fact, it is a positive demonstration of the complimentary nature of B2B brands. The North Face made a savvy decision to partner with Gore-Tex and to use the component as a key ingredient in its outdoor clothing range. The principled manner in which The North Face behaves makes it an outstanding example of a brand that is truly agile. Clearly, Gore-tex is a key contributor to The North Face’s success.Regardless of whether it’s brakes, planes, reels, outdoor clothing or computer processors, a distinctive brand component strategy can drive awareness with consumers. This can then create a pull strategy for the B2C brand that uses a specific B2B component brand. Make no mistake, the power of brand is just as important in the B2B space as it is when marketing to the consumer directly.The writer is Nick Foley is the president of Landor for Southeast Asia, Pacific and Japan.To book your seats for the conference, contact Czarina Solomon at czarinas@marketing-interactive.com or call +65 6423 0329 ext: 227, +65 8112 6351 For sponsorship opportunities,contact Johnathan Tiang at johnathant@marketing-interactive.com or call +65 6423 0329.To discuss the agenda, enquire about presenting or to suggest topics, contact Preeti Varadarajan at preetiv@marketing-interactive.com or +65 6423 0329